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 two spots I wrote won 2 Cannes Lions for Film Craft: Scripts.
CD: Julia Neumann, Amy Ferguson, Patrick Regan / AD: Ira Kantsurova, Dan Pappas / Dir: Steve Miller
Confused? Unimpressed? Don't like to read?
Watch the Case Study: