Massive shifts can start from small places. Summer Unplugged was a new campaign we created to encourage customers to engage in offline activities through Indigo offerings — reading, gathering together, and enjoying the great outdoors. Tapping into cultural insights and the right media mix saw it gain momentum internally and externally.
Especially effective was our anticipation of how best to use what was then the new six second YouTube ad format, which garnered over 1M views in the first 24 hours. In additions to writing across our output, I provided creative direction for the video and social portions of the campaign.
Video
Instagram Posts
