JetBlue:
NYC Take Off

JetBlue wanted a unique way to make their outdoor media stand out in a saturated NYC market. But when the average New Yorker walks by more than 10,000 ads a day, how do you get their attention? By asking them to do something that seems borderline illegal.

An ad made to be stolen

Our plan was to reward people who paid attention to our OOH placements by turning them into giant gift cards—offering vouchers for a wide range of goodies, from flights to spa treatments. The catch? You had to literally steal them to use them.

Over half of the posters were claimed within 24 hours. On YouTube, the film of the stunt garnered +1.6 million views and was picked up by news outlets worldwide. Not bad for a few bus shelter ads.