As transatlantic travel starts to build after the pandemic, JetBlue is debuting a new campaign promoting its recently launched New York to London service.
The first work from Adam&Eve/DDB NYC since the agency won the account last year, the campaign includes several short films illustrating some of the airline's services in witty typographic vignettes. One shows suitcases on a baggage tug positioned as letters to spell out the slogan, “We’re Great, Britain.” Another uses a typographic illustration to show the airline’s spacious legroom in core, and a further execution shows the phrase “Full bars on the house” rising from the back of a seat to highlight JetBlue being the only airline to offer unlimited, high-speed Wi-Fi on all transatlantic flights. The fourth execution promotes JetBlue's "build-your-own meal" concept from New York restaurant group Dig, with the line "tell other airlines to eat it."
Photography was shot by artist Ben Stockley, while CG artist and designer Chris Labrooy created the original 3D type design and animation.
The campaign will run in the U.S. and U.K. for an initial six weeks, using out-of-home digital and social. The airline's New York to London route launched last summer serving both London's Heathrow and Gatwick airports.
“We have disrupted the domestic airline category here in the US for over 22 years with our award-winning service at a down-to-earth fares, and we’re now incredibly excited to bring that same experience to travelers across the pond," said Jayne O’Brien, head of marketing, product & loyalty for JetBlue, in a statement. "We wanted to be authentic and witty, and it was really important that we introduced ourselves to the U.K. in this way with our new campaign.”
"We wanted to create a campaign that would stand out in the category and capture the true JetBlue experience," added Rachel Frederick, Adam&Eve/DDB group creative director. " Working with Ben Stockley and Chris Labrooy, we created stunning visuals that show off the many offerings that make up their transatlantic experience, along with a huge dose of personality. With a combination of beautiful photography and 3D type, the headlines come alive within the plane.”