JETBlue | #NYCTAKEOFF

The average New Yorker walks by more than 10,000 ads a day. So we decided to reward people for paying attention to ours – by hiding vouchers for great New York experiences in plain sight.The catch? You had to something that seems borderline illegal. You had to steal the ad. On a small, regional out-of-home budget with a 30-day media run, the campaign managed to nab more than 65 million earned media impressions worldwide.

Case study

The work

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Press

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Credits
Agency: Mullen Lowe
CD: Enrique Camacho
ACD/Copywriter: Pete Shamon
Senior Art Director: Pier Madonia
Senior Copywriter: Sarah Schmidt
Art Director: Lisa Della Piana