Alaska Airlines wanted to create a new campaign that showcases more than just their low fares, so we created a campaign that highlights their lower fares, better service AND sweeter rewards. The Fly Smart. Land Happy campaign is a fully integrated campaign with TV, digital, OOH, print and social.
Role: ACD from script to set | CD: Laura Wimer | CW: Caroline Johnson & Dan Peterson | Agency: Mekanism
THE CAMPAIGN STYLE GUIDE
Parallel path with the tv campaign, we also worked to launch a new look and feel for the Fly smart. Land happy. campaign. These guidelines paved the way for how we treated print, OOH, digital, social and everything in between.
Campaign samples of art direction: