United Airlines — Good Leads the Way 



Every airline has a story. But not every airline is led by good. That’s what makes United’s one you don’t want to put down. This campaign is the story of an airline when Good Leads the Way.


ANTHEM





SOCIAL ANTHEM







NEW YORK TIMES 

We placed this story front and center alongside some of the world’s biggest stories—in the New York Times.









OUT OF HOME 

We rolled the credits in the real world, giving the main characters of this story the spotlight they deserve. 










SOCIAL

We continued telling the story of United on social, quite literally, with an interactive IG Story.  




Plus an IG sticker that let employees and creators add their credits into the story.  





TIKTOK ACTIVATIONS

But the story doesn’t end here. We also showed how Good Leads the Way on TikTok.  

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CLICK HERE. 





[CHAPTER TWO COMING SOON!] 





AdAge Top Marketers of the Year 
Shorty Awards Gold Honor in Rebrand Campaign
Shorty Awards Silver Honor in Employee Engagement




Made at 72andSunnyLA with:
Creative Directors: Maddie McDowell, Tim Howman, Josh Hacohen
Art Directors: Stephen Lum, Kailey Riggen, Tessa Memmott
Writers: Liz Cartwright, Lulu Wimberly, Kevin Tosi, moi
ECD: Lauren Smith
CCO: Matt Murphy



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