| Title | THE UPGRADE CHALLENGE |
| Brand | AIR FRANCE |
| Product / Service | NEW BUSINESS CABINS |
| Category | D05. Transit |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Production Company | HURRAH PRODUCTIONS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
| Gregoire Chalopin | FRED & FARID SHANGHAI | Creative Director |
| Adrien Goris – Jean-Baptiste Le Divelec – Joseph Davies | FRED & FARID SHANGHAI | Copywriters |
| Pierrick Jegou – Nicolas Liberman – Zhang Ying – Jihjan Lee - Anna Liu | FRED & FARID SHANGHAI | Art Directors |
| Guillaume Leroux – Louise Battus | FRED & FARID SHANGHAI | Account Supervisors |
| Louise Battus | FRED & FARID SHANGHAI | Agency producer |
| Benoit Petrus – Boris Leconte | FRED & FARID SHANGHAI | Digital producers |
| Giovanni Fantoni Modena | - | Director |
| James Rotherham – Bellinda McCulloch | - | Producer |
| Nicolas Liatti | - | Game Developer |
| Yael Eligoulachvili | KillDeath | Post-production |
| - | BENZENE | Music |
| Julien Leveque, Lauren Godet, Liao Liang, Yan Zhang | FRED & FARID SHANGHAI | Media |
The boarding gates of airports in Singapore and Japan were transformed into giant arenas, to host the first mobile-contest allowing travellers to compete for an instant upgrade on their flight. 3 giant screens were set at the boarding gate at this occasion and were displaying in real-time the scores of the 500 players, similarly to the most famous racing video game where you can see who is trusting the top rankings. Players’ avatars appeared on screen, unveiling a frenetic 15 minute-long competition full of score inversions.