United Airlines — Good Leads The Way

People had fallen out of love with United, because they only knew part of the story. United's flown refugees to safety, funded jet fuel made from trash, and established a flight school built to close aviation's diversity gap. More than an airline—a force for good. So we told those stories as chapters, from United's biggest commitments down to what its 100,000 employees do every day.

Thousands of pieces of creative, across every screen the airline owns and plenty it doesn't. In the first three months, over 370 million video views. Preference up 33%. 65,000 ticket sales from a campaign that was never trying to sell tickets. And a platform still running today.

Featured in: AdWeek, The Points Guy, The Drum, Campaign US, Simple Flying and Campaign Brief. 

One platform, over 150 pieces. This is the story of United Airlines.

72andSunny, 2022.
ECD Lauren Smith / CD Tim Howman, Josh Hacohen, Maddie McDowell / AD Kailey Riggen, Tessa Memmott, Gideon Gillard / CW Lulu Wimberly, Emily Rhodes, Cory Conrad / Design Frank Dresme..