Jetblue Design & Branding THE FLYER'S COLLECTION PRODUCTS by J. Walter Thompson New York

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Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Wayne Best
Creative Director Jim Wood, Matt Macdonald
Art Director Tiffany Mckee, Joseph Merkley, Tiago Veiga, Subodh Samudre, Vikas Bhalla, Ryan Wi
Copywriter Jon Morgan, Rick Abbott, Bonnie Phil, Mike Maher
Released December 2009

Credits & Description

Category: Household
Advertiser: JETBLUE
Product/Service: JETBLUE
Agency: JWT
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Wayne Best (JWT New York)
Creative Director: Jim Wood (JWT New York)
Design Director: Aaron Padin (JWT New York)
Creative Director: Matt Macdonald (JWT New York)
Creative Director: Mason Hedgecoth (JWT New York)
Art Director: Joseph Merkley (JWT New York)
Art Director: Tiffany McKee (JWT New York)
Art Director: Vikas Bhalla (JWT New York)
Art Director: Tiago Veiga (JWT New York)
Art Director: Subodh Samudre (JWT New York)
Art Director: Ryan Wi (JWT New York)
Copywriter: Rick Abbott (JWT New York)
Copywriter: Mike Maher (JWT New York)
Copywriter: Bonnie Phil (JWT New York)
Copywriter: Jon Morgan (JWT New York)
Print Producer: Stacey Horn (JWT New York)
Account Director: Kristina Lenz (JWT New York)
Art Buyer: Cheryl Masaitis (JWT New York)
Media placement: Digital Social Media Message - Twitter - 7 December 2009
Media placement: Digital Social Media - Facebook - 7 December 2009
Media placement: Transit Advertising - New York Subway - 7 December 2009
Media placement: Newspaper Inserts - Metro Newspaper - 14 December 2009
Media placement: Catalog Placement - Airport Bound Towncars - 7 December 2009
Media placement: Pop Up Store - Meatpacking District, NYC - 14 December 2009
Describe the challenges and key objectives
Our challenge was to get an airline noticed in the incredibly noisy holiday season. So we adopted the approach of something lots of people are interested in during the holidays—gifts. The Flyer’s Collection was a high-end line of products that made flying any airline more like flying JetBlue. For example, since JetBlue offers free snacks we designed the Marshpillow, half-Marshmallow, half-pillow and YumBro, a snack-dispensing robot. While all of the products were fictional, the point behind them was real—flying any airline other than JetBlue is absurd.
Describe the brief from the client
Tell travelers in the busy holiday travel season that JetBlue is a better airline then the competition.
Describe how you arrived at the final design
While our products were ridiculous, we designed them with incredible seriousness and rigor. These products weren’t retouching jobs—they were each individually designed for eventual display in the Flyer’s Collection store. The YumBro Snack Dispensing Robot was custom cast, and filled with authentic snack products. The Sherpa Shirt was hand-sewn from premium materials. The biting stick was… well, it was just a stick. In the end, the finish of the products maintained the brand’s dedication to great design, while still making the joke never lost its edge.
Give some indication of how successful the outcome was in the market
The first print of catalogs was snatched up immediately from pop-up store and blogged about online. We made the first ever media buy in NYC towncars, reaching 150,000 people on the way to the airport. Our pop-up store reached over 2.6 million pedestrians. And hundreds of customers called JetBlue asking if they could buy our fictional products.