THE ASK

An airline known best for its friendly and playful nature, Southwest tasked us to refresh and inject that positive energy into our digital and social campaigns for the year… all while inspiring travel and touting hospitality!

THE SOLUTION

We started by crafting a custom icon library that highlighted attributes of each Southwest destination. With over 100 created, all were designed to work across both static and animated spaces.

For our spring break campaign targeted toward a younger audience, we created over 40 Snapchat Geofilters that encouraged travelers to show off their destinations. The filters saw frequent use, and Southwest had an increase in overall brand recall and affinity among our target.

And for our regional campaign promoting new flight routes, our icons took on the form of travel stamps which offered a visual for copy to play off of.

In our national campaign, we created a suite of work tackling a variety of region-specific goals. From breadth of service to nonstop flights, low fares and hospitality, our messaging had to be positive and clear across digital, social and pre-roll.

So we spoke to flyers in their unique markets, with language and visuals that showed off the friendly personality of our employees and passengers paired with a vibrant visual aesthetic.

Across platforms, our campaign inspired the country to travel with a smile.

THE RESULTS

Our national campaign saw an overall increase in brand affinity and recall among our targets. And our icons were so successful in their flexibility of use, they’ve become part of the Southwest brand, and are used across experiential, email, out of home, and retail.

AD | Priscilla Karamzadeh
TEAM | Maggie Morris + Anne Davidson (CD), Jimbo Embry (CW)