JetBlue NYCTakeOff

The average New Yorker walks by more than 10,000 ads a day. So we decided to reward them for paying attention – by hiding vouchers for great New York experiences in plain sight. The catch? You had to steal the ads first.

On a small, regional out-of-home budget with a 30-day media run, our award-winning campaign managed to nab more than 65 million earned media impressions worldwide.

I was involved in this project from concept to execution.