Air travel had sunk to an all-time low. And for some reason airlines were being allowed to operate on a different set of ground rules than any other service industry. Enter JetBlue. A company that was built around the notion of putting the customer first in everything they did. With this new campaign, they had the rallying cry to both keep them on track and let the world know there was another way to fly that didn’t involve the normal human sacrifice. This answer came in three simple words. You Above All.
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I was a huge part of the OG team that built the distinct look and feel, found the voice, and created something more than a campaign: an advertising identity that's lasted more than 10 years.