Cannes Lions

Creatives You Should Know: Amy Ferguson and Julia Neumann

MullenLowe Duo Earns Flying Colors for JetBlue Account

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(From l.) Julia Neumann and Amy Ferguson, creative directors, MullenLowe
(From l.) Julia Neumann and Amy Ferguson, creative directors, MullenLowe  Credit: Mullen Lowe

When Amy Ferguson and Julia Neumann were paired on a freelance project at BBDO New York two years ago, the duo knew they had something special, but that became even more clear when they both joined MullenLowe New York as creative directors last fall.

The pair has been leading MullenLowe's JetBlue account for a short time, but the work has already made a lasting impression, particularly the most recent "Flybabies" project, in which a plane full of passengers was rewarded every time a baby on board cried, ultimately landing everyone free round-trip flights.

Ms. Ferguson said she and Ms. Neumann are most attracted to true, simple creative ideas, which is how they came up with "Flybabies."

"What we loved about this idea is the universal truth that nobody likes to fly with crying babies on a plane," said Ms. Neumann. The idea went viral (it saw nearly 1.5 million YouTube views in just over a month) and attracted global attention.

Ms. Neumann, who is originally from Austria, helped Saatchi & Saatchi New York win its first Cannes Lion with an ad for Procter & Gamble's Tide to Go that flipped the leaky pen visual on its head.

Once considering going into photography, Ms. Ferguson also worked on E-Trade's famous talking-baby campaign while at Grey New York as well as "In an Absolut World" at TBWA/Chiat/Day New York, which moved the brand beyond its iconic bottle campaign.

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