LMFM nets Emirates digital creative brief

The Dubai airline Emirates has appointed Lean Mean Fighting Machine to its digital creative advertising account.

The digital agency, which was handed the work without a pitch, will create a microsite and online ad campaign to promote Ice (information, communication and entertainment), the airline's inflight entertainment system. The system offers passengers internet access, e-mail and SMS, plus 500 channels of film, TV and music.

Clare Vaughan-Davies, the head of interactive at Emirates, said: "Lean Mean Fighting Machine's award-winning creative use of the latest online techniques complements the Emirates philosophy perfectly."

Tom Bazeley, the managing partner at Lean Mean Fighting Machine, added: "The Ice system has just been voted the best in the world and is a brilliant thing to write advertising for. The idea Emirates has chosen brings Ice to life."

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