Best in Creative Excellence 2017

The campaign received 650 traditional media placements, garnering more than 315 million impressions worldwide.

Winner

MullenLowe and JetBlue Airways
Reach Across the Aisle

Is America a divided country? JetBlue challenged 150 passengers to put differences aside and embrace compromise to unanimously agree on a single destination to win round-trip tickets to that place.

The ultimate goal of the in-flight social experiment? To garner media attention and encourage everyone to "reach across the aisle."

JetBlue’s "Speaker of the Plane," who guided customers through the process until they reached a unanimous decision, led the voting.

The campaign was perfectly timed, taking place after the death of Justice Antonin Scalia last February. His death deepened the congressional divide, which illustrated the theme JetBlue was playing off.

The airline formed an editorial partnership with The Daily Beast and created Facebook video posts to extend reach, initiate conversations, and encourage sharing.

The campaign received 650 traditional media placements, garnering more than 315 million impressions worldwide. Initial coverage came from Roll Call and The Hill, with additional prominent placements in outlets including Fox News, Politico, Thrillist, USA Today, The Huffington Post, Fortune, MSN, Mashable, and Today.

The campaign also earned 70 unique social mentions from influencers such as Ashton Kutcher, Ryan Seacrest, George Takei, and Lil Wayne.

Passengers disagreed, debated, lobbied, and ultimately achieved what DC could not: a unanimous decision, choosing Costa Rica.

The effort generated more than 3 million video views. During its two-week stint, tracking in YouGov’s BrandIndex showed overall brand buzz increased by eight points to 21%, while brand consideration increased two points to 41%, both compared to the same period a year earlier.

"The JetBlue campaign was both timely and highly creative," one judge explained.

"It drove interest and likeability for the brand in a crowded sector."


Honorable Mention

The Brooklyn Brothers, Islenska, and Promote Iceland
Ask Guðmundur

To increase tourism, Promote Iceland — along with its agency partners — created a service called Ask Guðmundur. The service was operated solely by people named Guðmundur (the most popular name in the country) throughout the regions of Iceland. Even President Barack Obama promoted the campaign, telling Americans to send questions about the country to #AskGuðmundur. As a result, the number of tourists in lesser-known regions of the country rose by 207,183, which contributed about $39.6 million to the Icelandic economy.

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