Creativity

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.

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About

Credits

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

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