JetBlue: NOW LEAFING BOSTON

Our CLIENTS WANTED a “uniquely Boston” activation. WE GAVE THEM FIRST-CLASS LEAF BAGGING.

JetBlue tasked us with creating a memorable “thank you” for its Boston customers. Since I grew up in New England, I knew how bagging endless leaves every fall gets tiring. And that’s how “NOW LEAFING BOSTON” was born. We held a sweepstakes where entire suburban neighborhoods won free leaf pickups. We fabricated real, working landscaping equipment that looked as though it came straight out of Logan. We created a campaign video in the style of a local company. We printed ads on brown-paper leaf bags and distributed them with street teams. We ran a full digital campaign. We did a clean-up activation on Boston Common. And in the end, JetBlue got a whole ton of earned media.