CITI / AADVANTAGE PLATINUM
The World Is Waiting
2021 Above-the-Line Campaign
The year is 2020. The world is effectively closed due to a global pandemic. And Citi / AAdvantage has tasked us with helping to facilitate travel in a time when it was nearly impossible.
To achieve the brief, we separated the inability to travel from the unavoidable longing for travel, and brought this campaign idea to life across online video, digital, display, social and other integrated channels.
Role: Associate Creative Director
Art Direction: Cara Gigante, Kevin Bush, Sara Gomez
Additional Copywriters: Bryan Miguel, Zach Murman-Freer
Creative Direction: Michelle Underwood
Production: Wonderful Content / Director: Davide Gentile
THE WORLD IS WAITING / :15 Online Video / Awareness
Travel may seem like a memory, but the world is still out there beyond the reaches of our front doors. Sea salt still hangs in the air at our favorite beaches, a gentle mist still flies off of the waterfalls at the ends of our favorite trails and voices (albeit fewer) still echo in narrow European streets.
These upper funnel campaign videos are intended to serve as patient reminders of all that we’re missing, and all that we’ll be able to experience again one day soon.
GET READY / :15 Online Video / Consideration
We’re all dreaming of our next vacation, remembering the excitement that comes with new adventures. Everything from choosing a destination to planning your itinerary, booking flights, even packing. Although traveling tomorrow is unlikely, these mid-funnel videos prove that we can still take small steps now that get us closer to our next adventures.