Care Campaign 2023
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Directed by Brandon Gibbons (Station Film) and filmed in San Jose
Building on last years success, Alaska Airlines and Mekanism brought back the Care Coalition, this time to field test the airline. Led by Tan France, the group went both to the airport and up into the air, putting the phrase “most caring airline” to a test.
We built a 360 campaign covering TV, OOH, DOOH, radio, and social.
Care Campaign 2022
Directed by Tim & Eric (Prettybird) and filmed in Los Angeles
Identifying itself as “The Most Caring Airline”, we built a campaign for Alaska Airlines around the Care Coalition; A secret counsel comprised of the most caring individuals in the universe. There’s Tan France, Nick Cho (@YourKoreanDad), Funshine Bear (Care Bear), Snuggie, Mother Nature, Grandma, and Dog. And together they are voting on if Alaska Airlines should become the 8th member of the group.
We built a 360 campaign blanketing the SF Bay Area in Care – TV, Digital, Social, Print, Radio, and OOH. The campaign premiered during the 2022 Olympics and Super Bowl.
Boomers are Back
Photography by Emily Shur, and shot in Los Angeles
With Baby Boomers receiving their vaccines in time for the traditional spring break in 2021, Alaska wanted to capitalize on the moment by building a campaign featuring the generation getting out and enjoying their new-found freedom.
Safety Dance
Directed by by Warren Fu (Partizan) and filmed in Seattle
Adopting ‘Men Without Hats’ single Safety Dance from the 1980s, Alaska Airlines found a new and uplifting way to show their enforcement of COVID protocols and the cleanliness onboard. Shot in Seattle over two days and featuring all real employees, the Alaska Safety Dance is the airlines development of Virgin America’s marketing legacy. The ad was directed by Warren Fu.
The piece was covered in 500+ news outlets, including Adweek, AdAge, Travel+Leisure, and US Today. It even made CNN’s ‘must watch this week’. And it was endorsed by the US Surgeon General and ran in the Super Bowl.
