United came to us amidst the most difficult period in history for airlines. But instead of backing down, they were setting out to become a force for good in the world. They invested in a new fleet of modern planes, began using sustainable aviation fuel, opened a flight school to close the pilot diversity gap, and used their planes to fly vaccines, baby formula, and even refugees out of Afghanistan. They were doing big things - it was up to us to tell their story.
This is the story of an airline when Good Leads the Way.
The story begins with an anthem film.
We placed it 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.
See the rest of the films on Kailey & Lulu’s site.
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
Made with:
Tessa Memmott, Kevin Tosi, Liz Cartwright & Stephen Lum, Lulu Wimberly & Kailey Riggen, Maddie McDowell, Tim Howman, Josh Hacohen (CD), Lauren Smith (ECD)