Etihad Airways, Abu Dhabi’s airline, chose Sixième Son to deploy a complete sound system that accompanies passengers from the moment they book their ticket to the moment they land.
Drawing its inspiration from Emirati culture while borrowing very modern musical codes, the custom-made sound identity allows the brand to emerge in a particularly competitive sector.
Etihad has chosen a sound identity that accompanies and enriches the traveler’s experience at every moment of encounter between its customers and the brand: at home or on smartphones in digital, on television or radio, and of course in terminals, in lounges, as well as on board its planes. The tailor-made creation offers a complete and immersive experience.
To create this environment, Sixième Son was inspired by the traditional Al Sadu weaving method, an emblematic Emirati craft that combines ancestral know-how, precision, and creativity. Organic textures of traditional instruments meet modern electronic sounds. The agency called upon local musicians, virtuosos of the ney, the kanoun and oriental percussions, to play an authentic melody for a unique experience.
A first for Etihad and Sixième Son, the brand won Gold in the “Best use of audio branding” category at the Transform Awards Middle East/Africa.
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