Satire That Hit a Nerve.

Nobody likes flying during the holidays—especially when you're not flying JetBlue. We launched The Flyers Collection at JWT: a series of high-end, fake products designed to make flying other airlines just a bit more like JetBlue.

This fully integrated 360 campaign parodied SkyMall with absurd products like the "Sherpa Shirt" (carries enough clothes for a weekend trip) and contraptions to protect your knees from reclining seats. The campaign spanned an actual pop-up store in NYC's Meatpacking District, glossy print catalogs distributed in newspapers and airport car services, OOH placements, and social media extensions on Facebook.

The satire struck a chord with frustrated holiday travelers, reminding people that JetBlue actually solved the problems other airlines created—no fake products needed.

Impact: The campaign earned a 2010 Cannes Lions Shortlist for Best Integrated Campaign and a 2010 One Show Finalist for Collateral. It generated significant press coverage and positioned JetBlue as the airline that understood travelers' pain points with humor and empathy.