#NYCTAKEOFF
The average New Yorker walks by more than 10,000 ads a day. So we decided to reward people for paying attention –
by hiding vouchers for great New York experiences in plain sight. The catch?
You had to do something that seems borderline illegal. Steal the ad.
AWARDS
2015 ONE CLUB MERIT
2015 EPICA SHORTLIST
2015 GOLD Boston HATCH AWARD
2015 MITX SHORTLIST
PRESS
CREATIVITY | Editor's Pick
ADWEEK | 13 Brilliant Outdoor Ads That Dazzled The Real World in 2015
ADFORM | Best Travel And Tourism Ads Of The Month
CONTAGIOUS | Let Rip
ENTREPRENEUR | Here's Why JetBlue Wanted New Yorkers To Steal It's Outdoor Posters
To name a few...
CASE STUDY
HOW IT WORKED
We designed posters that used design cues from traditional coupons, and made them poster sized.
Then we placed them on bus shelters across all five boroughs in New York City and wrote copy that encouraged the public to steal them.
The giant coupons where stuck on top of the glass with a low-tack adhesive so they were easy to remove.
In the regular ad space under the glass we placed another poster that informed you about the activation, and to look out for more
posters in other places since you missed out on the prize in this location.
HOW we got the word out
We did the activation once and used that as an opportunity to capture footage so we could PR the second round of postings.
We started by releasing a teaser on JetBlue's social channels in the week leading up to round two, and then released
a long form video the day before the second round of posters went up to maximize the buzz.
the design
We made over 30 different posters, all in JetBlue's signature style.
We also had a few larger billboards that were too impractical to let people steal.
Instead, we used those to tell people to be on the lookout.
the results
On a small, regional out-of-home budget with a 30-day media run, the campaign managed to
nab more than 65 million earned media impressions worldwide.
CAMPAIGN CREDITS:
SVP Executive Creative Director / Art: Tim Vaccarino
SVP Executive Creative Director / Copy: Dave Weist
VP Creative Director / Art: Enrique Camacho
VP Associate Creative Director / Copy: Pete Shamon
Senior Art Director: Pier Madonia
Art Director: Lisa Della Piana
Copywriter: Sarah Litwin-Schmid
Designer: Alyssa Cavanaugh