The One Show
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Category
Reputation Management
Annual ID
OS_PR17020S
About the Work
With a mission to inspire humanity, JetBlue is dedicated to making air travel as pleasant as possible. Through research around customer satisfaction and travel pitfalls, we uncovered a human truth and customer tension point that was not only beyond JetBlue’s control, but the universe’s: crying babies. Everyone loves babies – except at 35,000 feet. In a custom Harris Poll, customers ranked them as the second-most annoying aspect of flying. When babies cry inflight, it effects everyone onboard in different ways. Customers feel annoyed and moms feel ashamed. Through FlyBabies, JetBlue not only challenged customers’ perceptions of crying babies, but also encouraged empathy for moms – just in time for Mother’s Day. Ultimately proving that flying with babies can be a rewarding experience for all.
2017 Awards
Total Points: 15
Silver Pencil
Credits
Agency
MullenLowe / New York
Production Company
Hey Baby Films / Los Angeles
Art Director
Alyssa Cavanaugh
Chief Creative Officer
Mark Wenneker
Creative Director
Julia Neumann
Amy Ferguson
Director
Joris Debeij
Executive Creative Director
Dave Weist
Tim Vaccarino
Producer
Richard Bjorlin
Peter Murray
Writer
Ben Salsky
Creative Team
Sai He
Athanasia Afthimiu
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