This campaign is the story of an airline when Good Leads the Way. It’s about innovation. Putting people first. And doing the right thing. Like flying refugees out of Afghanistan, turning trash into sustainable fuel and creating a school to help close the diversity gap in the flight deck.
In this total brand re-launch, we created an enduring storytelling engine that told the story of United Airlines, one ad at a time.
The story begins with an anthem film.
We also placed this story front and center for the world to read.
Then we rolled the credits in the real world, giving the main characters the spotlight they deserve.
And of course, on socials.
Swipe through
The storytelling engine helped drive many other films about United’s force for good.
Including these two spots—which broadcasted back to back—showcasing how getting rid of change fees helps travel stories follow any ending.
Awards
AdAge Top Marketers of the Year
Shorty Awards Gold Honor in Rebrand Campaign
Shorty Awards Silver Honor in Employee Engagement
Shorty Awards Gold Honor in Rebrand Campaign
Shorty Awards Silver Honor in Employee Engagement
Creds:
Role: Writer
+ Liz Cartwright, Lulu Wimberly, Kevin Tosi
AD: Stephen Lum, Kailey Riggen, Tessa Memmott
CD: Maddie McDowell, Tim Howman, Josh Hacohen
ECD: Lauren Smith
CCO: Matt Murphy
+ Liz Cartwright, Lulu Wimberly, Kevin Tosi
AD: Stephen Lum, Kailey Riggen, Tessa Memmott
CD: Maddie McDowell, Tim Howman, Josh Hacohen
ECD: Lauren Smith
CCO: Matt Murphy