Every holiday season, major airlines advertise the wonderful feeling of reuniting with family. As a boutique airline, JetBlue had to stand out. So we advertised the opposite: the wonderful feeling of getting the f*ck away from family.
We introduced the idea with a board game called "Get Packing!"
The top spots became viral hits, going on to win 2 Cannes Lions for Film Craft: Scripts.
ECD: Julia Neumann, Amy Ferguson / AD: Ira Kantsurova / Dir: Steve Miller
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