Do You Fly Pigeon Class?

New JetBlue Campaign Compares Other Airlines' Passengers To The Much Maligned Bird

Published On
Sep 17, 2013

Editor's Pick

Pigeons play a starring role in Mullen's new TV spot from JetBlue, which is comparing its own customer service with that of other airlines in a multi-channel campaign, "Air on the Side of Humanity." The campaign depicts pigeons as the ultimate "frequent flier" -- they fly in crowded spaces, get fed crumbs and are generally despised and ignored.

As well as TV commercials, directed by Hank Perlman via Hungry Man, the pigeon-themed push will include online advertising, microsites, mobile, social, experiential and out-of-home advertising. Debuting in Boston, it will also blanket the entire New York area, with bus shelters, taxi tops and ads on web sites including ESPN.com and Hulu. A voice activation unit, created in partnership with Mobile Theory, will teach consumers how to "speak pigeon" on their smartphones, while a digital experience and social hub, Central Perch, will invite users to send friends social messages through a carrier pigeon that delivers custom messages to their Facebook message inbox.

Credits

Date
Sep 17, 2013
Agency :
Mullen-Boston
Brand :
JetBlue
Client :
JetBlue
Production Company :
Hungry Man
Chief Creative Officer :
Mark Wenneker
Senior Vice President/Creative Director/Art :
Dylan Bernd
Writer :
Evelynne Scholnick
Writer :
Nick Olish
Senior Art Director :
Dan Madsen
Senior Vice President/Creative Technologist :
Christian Madden
Creative Technologist :
Dave Lee
Creative Technologist :
Stefan Harris
Creative Technologist :
Joe Palasek
Executive Director, Integrated Production :
Liza Near
Director, Broadcast Production :
Zeke Bowman
Senior Digital Producer :
Kim Bennett
Digital Producer :
Heidi Laidlaw
Digital Producer :
Charley Perkins
Experience Designer :
Hoon Oh
Senior Computer Artist :
Kathryn Lane
Director :
Hank Perlman
Producer :
Martha English
Editorial :
P.S. 260
Senior Producer :
Laura Lamb Patterson
Editor :
J.J. Lask
Assistant Editor :
Colin Reilly
Visual Effects :
Brickyard
Executive Producer :
Kirsten Andersen
Lead Visual Effects Artist :
Geoff McAuliffe
Animation Director :
Anders Beer
Executive Producer :
Mino Jarjoura
Director, Photography :
Tom Richmond
Assistant Editor :
Joe Simmons
Lead Visual Effects Artist :
Jimi Simmons
Computer Graphics :
General Gao
Executive Producer :
Kirsten Anderson
Music :
Original Music
Original Music :
Human
Audio Post :
Sound Lounge/Soundtrack
Sound Design/Mixer :
Tom Jucarone
Sound Design/Mixer :
Glen Landrum
Sound Design/Mixer :
Mike Secher
Executive Creative Director :
Tim Vaccarino
Executive Creative Director :
Dave Weist
Senior Writer :
Jack Collier
Art Director :
Jay Spahr
Art Director :
Mauricio Perez
Art Director :
Kara Noble
Senior Digital Designer :
Scott Petrichko
Producer :
Vera Everson

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Project Type