MullenLowe and JetBlue Airways
Reach Across the Aisle
JetBlue inserted itself into one of the most divisive presidential elections ever with a message of compromise. The effort built on the idea that Americans were tired of staunch political gridlock.
Moreover, JetBlue decided to remind Congress what compromise looked like.
In a video filmed mid-flight, the airline challenged 150 passengers to decide on one vacation destination in order to win free round-trip tickets to go there.
The video was released in February, shortly after the death of Justice Antonin Scalia and GOP refusal to confirm a new justice until the next president took office, nearly a year later.
While most brands avoided political engagement, "this campaign was a brave venture into the political discourse," one judge wrote.
The video captured the process of choosing a destination, showing each decision that led to the final choice, such as first deciding on whether to opt for an international or domestic city and, later, the even split between Turks and Caicos Islands and Costa Rica. After each side had its say, with some travelers giving impassioned arguments, all of the passengers finally chose Costa Rica.
The overall theme of the campaign was to show Americans — specifically politicians — that people could put aside differences to work together.
"A great idea that used video brilliantly to not only capture the idea, but also highlight the brand’s attributes," a second judge added. "The video didn’t just capture a stunt, it told a story and got everyone talking."
JetBlue pushed the video out on social media, where it garnered 50 million organic social impressions and more than three million views. It was also picked up for a segment on NBC’s Today and covered in Roll Call to target the political audience.
The campaign’s mission was to inspire by showing that people can put aside their differences and work together.
Monument Communications and The Invictus Games 2016
The Invictus Games 2016
The Invictus Games hired Monument Communications to document the annual international sports competition for veterans in 2016. With the overall goal of bringing these veterans’ stories to a civilian audience, Invictus captured the veterans’ personal stories of strength and resilience while overcoming physical injuries and post-traumatic stress. Despite having a minuscule three-person video team, the firm produced same-day-turnaround films of the games for social media. The 16 videos garnered more than 1.75 million views and appeared on Good Morning America and Today.