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. 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 train pilots and 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, along with many other compelling films worth viewing here.
We then placed this story front and center, next to some of the world’s biggest stories. Scroll through
And we rolled the credits in the real world, giving the main characters of this story the spotlight they deserve.
And then we told the story on socials.
Literally, on IG stories.
And created an IG sticker that lets people add their credits to this story.
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