***BEST AIRLINE MARKETING CAMPAIGN
-Travel Weekly - Magellan Awards

***BEST CAUSE-BASED CAMPAIGN***
-PRO Awards

***THE SHORTY AWARDS FINALIST***

THE ASK

This massive project was the most rewarding experience I have had in my creative career thus far. Every year, American Airlines and Stand Up To Cancer team up to create a donation campaign to help further cancer research. They came to us to revamp the formula and go bigger and bolder than ever before by crafting a year-long campaign journey. The hook? Whoever donated $25 or more got to add the name of a loved one onto American’s brand new Stand Up To Cancer plane.

THE WORK

I led both strategy and creative for the “Life’s Journeys” campaign, including writing the national hero spot starring country superstar Tim McGraw. After it aired, thousands of donations and names poured in.

For the next phase of the campaign, we selected some very deserving passengers to board the inaugural flight of the Stand Up To Cancer plane for an all-expenses paid vacation to Orlando. Since our social channels had become flooded with heartwarming and harrowing stories, it was easy to choose who got to participate in this once-in-a-lifetime experience.

THE RESULTS

Over $1 million raised for cancer research with over 22 thousand names added to the Stand Up To Cancer plane. Another $1 million was raised with a follow up evergreen donation campaign, and a total of 540 million impressions.

Role: Lead Strategist / Writer
Agency: LA - Lindeman & Associates
Client: American Airlines
Year: 2019