Mullen, Boston worked with JetBlue on an online campaign entitled “Fly It Forward”, in which the airline gives away tickets to individuals with inspiring stories, who then select from a list of people to receive the next ticket.
The causevertising initative is detailed in a three minute online ad following the stories of several individuals selected to “Fly It Forward.” Their stories vary widely from the inspiring to the not-as-much (Hipster street artist travels to Brooklyn to paint a mural? Are we missing something there?) but the video effectively communicates the philosophy behind the campaign. Ultimately the effort makes JetBlue look good, as the airline manages to support a variety of causes all at once, and even takes the selection process and effectively gives it over to those touched by the campaign. As the ad states, the campaign is effectively set up so that there’s no end in sight. Read more