United is rallying support for sustainable aviation fuel, a lower carbon jet fuel made from trash. So they hired someone to help make this complicated topic easy to understand. Someone to help tell the world what garbage can do. Someone who has always believed in trash’s potential.
There was only ever one grouch for the job...
Oscar’s hiring journey begins where it should—in the garbage, where he stumbles upon a job listing for Chief Trash Officer.
On Oscar’s first day, a real United flight attendant welcomes him with a little onboarding session.
Next, a real United pilot stops by to explain exactly what types of waste could help fly a plane.
Then it was time to introduce the CTO to the public and tell the world what garbage can do.
In addition to streaming, our intro film appeared on seatbacks at the beginning of every United flight. Along with a spread in United’s in-flight magazine, Hemispheres. Click through to read.
In the first four weeks alone, we garnered an earned reach of 645M and 1.5M impressions. Over 15,000 people contributed to United’s Sustainable Flight Fund. And most importantly, other airlines began making major SAF investments in response.
PART TWO
Oscar leans in to his Sesame Street roots to launch his first executive project, The ABCs of SAF, telling the world what kinds of rancid garbage could fuel a plane.
PART THREE
A grouch’s job is never over. One year into his career at United, the CTO decides to go B-I-G to get the word out about trash. Like, everyone in the world big....
Yep, Oscar embarks on a mission to send the world JUNK MAIL.
Awards:
Featured in The Washington Post, Fortune, Forbes, USA Today, TIME, Yahoo News, TimeOut, The Wall Street Journal, CNBC, Muse by Clio, AdWeekDrum Awards — Winner — Creative Thinking for Good
Drum Awards — Winner — Social Purpose in Environment & Sustainability
Anthem Award — Finalist — Sustainability, Climate & Environment
Anthem Award — Finalist — Community Voice Award
Campaign BIG Award — Finalist
Act Responsible CARE Award — Finalist (Only finalist from the U.S.! )
Gerety Awards — Finalist — Communication Cut, Strategy
Cresta Awards — Finalist — Social Impact
The Drum U.S. Ad of the Day
Creds:
Role: WriterAD: Tessa Memmott
CD: Maddie McDowell, Tim Howman
ECD: Lauren Smith