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United Airlines — New Routes

We announced United’s new routes with a clue-filled social film, challenging users to guess the routes to win a free flight. 


PHASE 1: TEASE 

First, we hinted that clues were about to drop. 




PHASE 2: CLUE DROP

The next day, we dropped the clue-filled teaser film on IG, Twitter, FB and YouTube.






PHASE 3: THE SLEUTHING 

The guesses poured in—click to enjoy.











We even hid a clue in the United app. 






PHASE 4: THE BIG REVEAL 

24 hours later, we posted the reveal film to officially announce the routes. 





THE RESPONSE:









And many more! Stay tuned for next year... 😉



Made at 72LA with:
Art Director: Tessa Memmott
Creative Directors: Maddie McDowell & Tim Howman 
ECD: Lauren Smith
CCO: Matt Murphy

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*Emily Rhodes is not an icon.
**Emily Rhodes is a copywriter.