CITI® / AADVANTAGE®
VACATION MODE
IS ON
THE IDEA
As soon as you arrive to the airport, you’re already in vacation mode. With the Citi® / AAdvantage® Platinum Select® card, every time you tap, you’re one step closer to reaching your dream destination. Which means vacation mode is ON. Finally getting to see your grandkids? It’s on. Getting lost in Golden Gai? It’s on. With perks and benefits like these, we make it all possible, so you can travel on.
For this campaign, the team flew to 10 airports, traveled to 2 countries for 13 days, spent 25 hours working in a car, and had 1 case of whiplash.
All to make 580+ OOH placements across 10 airports, 1 In-flight video to be seen by +275M AA Travelers each year. Oh yea, and 4 napkins.
THE TEAM
Group Creative Director: Michelle Underwood
Creative Directors: Wes Jones + Dave Busch
Senior Art Director: Leslie John
Senior Copywriter: Dan Shearer
Art Director: Wei-Ting Huang
Jr. Art Director: Aleyna Prehn
Producer: Sarajane Gallagher
Photographer: Christopher Simpson
Director: Martina Magorin
Production House: Golden
Plus, an army of retouchers.
(IN-FLIGHT) Video
DIGITAL Launch Creative
Before getting on their flights, travelers will see the following scenarios across 10 airports in various sizes. Shot as 10 second moments of time, each video captures a memory that quickly tells a story. A custom 3D card animation was created specifically for this launch.
Specific airports listed below include unique location-specific placements.
(CLT) Charlotte Douglas International Airport
(DCA) Ronald Reagan Washington National Airport
(DFW) Dallas Fort Worth International Airport
As the main hub airport of American Airlines, DFW has the largest placement opportunity for the campaign. This includes 88 digital placements and over 10 large scale print placements.
(JFK) John F Kennedy International Airport
In addition to the digital launch set, JFK features a unique digital screen
(LAX) Los Angeles International Airport
While no print placements live in this airport, all 8 digital out of homes are featured.
Traveling to the Gate
(LGA) LaGuardia Airport
In addition to the digital launch set, LGA features a unique digital placement after security and unique print placements.
(ORD) Chicago O'Hare International Airport
ORD’s Iconic Flag Hall was the most complex in the entire campaign. Given the constant flow of travelers in both directions, we couldn’t rely on a linear user journey so we designed the creative to deliver a consistent, high-impact message no matter the direction of travel.
The result was a seamless, immersive brand experience that maximized visibility and delivered on the campaign’s ambitious scale.
Traveling to the Gate
(jump to the last section to see post-launch videos of the hall)
(MIA) Miami International Airport
(PHL) Philadelphia International Airport
In addition to the digital launch set, PHL features a unique 4 screen digital pillar we transformed into a 3D Digital poster.
