Penguins Fuel 

E2’s Paris Debut

Embraer needed to set the E2 aircraft apart from tough competition in the small narrowbody market, chiefly against the Airbus A220, by highlighting the E2’s superior efficiency, comfort, and passenger experience. With long sales cycles in commercial aviation and a highly cluttered air show environment, the goal was to sustain interest, create immediate impact, and emotionally reconnect with audiences—cutting through uniform marketing approaches to keep the E2 top of mind throughout multi-year buyer journeys. 

Leverage the established Profit Hunter platform in a new and emotionally resonant way—introducing the penguins as unexpected, relatable admirers of the E2. This approach provided the chance to showcase product advancements, refresh brand storytelling, and make the E2’s benefits stand out in a memorable, emotionally engaging fashion. 

Anchored in Embraer’s Accelerate Opportunity brand story, the campaign brought the headline “Those who dream…” to life by celebrating the curiosity and ambition that fuel progress. A bold, playful creative platform launched at the Paris Air Show, featuring penguins as wide-eyed dreamers, unexpected, grounded characters gazing upward toward what’s possible in the E2.

Their natural curiosity and charm were intentionally contrasted with the aircraft’s sleek efficiency and refined performance, creating a memorable narrative that humanized innovation. By experiencing the E2 as passengers-in-spirit, the penguins became stand-ins for those who dare to imagine more, spotlighting the aircraft’s advantages in comfort, efficiency, and advanced technology.

Told through character-driven storytelling across a full ecosystem of touchpoints, including a hero launch film, social, DOOH, on-site experiential, and themed merchandise, the campaign transformed aspiration into engagement. Amplified through sales tools and buyer-journey moments, it reinforced Embraer’s belief that when dreamers are empowered with the right technology, opportunity accelerates.