DDB Latvia and airBaltic create the world’s first X-ray greeting

At Christmas we usually want to delight and surprise our loved ones. This year airBaltic and DDB Latvia decided to surprise the whole world by creating an as yet unheard of Christmas greeting. This greeting has already been noticed and published by the globally renowned marketing websites: Creativity and Ads of the World, as well as the leading domestic website: 7guru.

This was the first time that the world has ever seen an animation film completely created from X-ray photos. The Christmas story was played out in Rīga Airport’s security zone on the baggage conveyor. The leading stars of the story were 10 travel suitcases, 12 keys, two hairdryers, two hair brushes and three combs, various coins worth EUR 10, four packs of coloured pencils, five sets of headphones, 32 trinkets and 16 paper clips.

The greeting tells the story of a person who sets off around the world to discover the ideal gift. Having travelled around the whole world, he realises that there’s no better gift than the love which can be found right here at home.

This unique project’s creative director Una Rozenbauma explains: "It’s always seemed fascinating to me to imagine what happens to our luggage during a trip. Our version is that a traveller’s luggage experiences an adventure with a very happy ending. In creating this ad, there were several times when we enjoyed the true joy of somebody discovering something new. At first because many ordinary things, when viewed by X-ray, become quite different; as if they were from another world. We were also pleased to discover that nobody had ever created an animation from X-ray scans before. In our opinion, the film turned out to be genuinely heartfelt."

We want to say a big thank you to Riga Airport for the chance to spend some time in the security check zone, allowing us to create this Christmas story!