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Southwest Airlines: Landscape With Mouse

GSD&M copywriter Heather Gorman isn't fazed by the conspicuous absence of copy in her agency's Southwest Airlines campaign, which is intended simply to "drive people to the website to book their vacations," she notes. Since the point is

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GSD&M copywriter Heather Gorman isn't fazed by the conspicuous absence of copy in her agency's Southwest Airlines campaign, which is intended simply to "drive people to the website to book their vacations," she notes. Since the point is to get travelers to go online and click their way into the sky, "graphic and simple" was considered the right approach " the URL is even shorn of its three W's. And since "the visuals in these ads work so hard, you don't need any copy to make sense of it," she adds. "This way, the audience can make the 'Oh, that's cool, I get it' connection for themselves." Moreover, "the original assignment was to do a one-shot print ad, but thanks to a great client and really cheap stock photography, we were able to turn it into an entire campaign."
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About

Credits
Date
Jun 23, 2005
Retouching:
Land Mind Studios
Client:
Southwest Airlines
Group Creative Director:
Brent Ladd
Group Creative Director:
Steve Miller
Creative Director:
Larry Walters
Copywriter:
Heather Gorman
Art Director:
Jeff Spillane
Art Buyer:
Kelly Walther
Print Producer:
Leigh Ann Proctor
Retoucher:
Lee Land
Agency:
GSD&M
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