Do You Fly Pigeon Class?
New JetBlue Campaign Compares Other Airlines' Passengers To The Much Maligned Bird
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 Worldwide
- 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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