The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Agency: DigitasLBi
Date: Jan 2018
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
19 votes

DigitasLBi and Delta Air Lines have partnered to create 'The Path You Make', a series of hundreds of thousands of videos personally customized for Delta SkyMiles Medallion Members, Delta’s most loyal customers. Today, Delta SkyMiles Medallion Members will receive an individualized video, recapping and celebrating their travel accomplishments and milestones from 2017.

The personalized videos will be delivered via email and hosted on a unique landing page for each Member. Directed by Andrew Wonder, the initiative posed a creative challenge as well as a technical one — how to tell the personal story of each Member at such a large scale. The story, shot in first-person perspective, follows four customers through glimpses of their trips. Knowing Medallion Members travel for limitless reasons, the video strives to capture those travel moments they’re most familiar with, whether it's saying goodbye to your pet for a quick business trip or packing for a long-awaited family vacation.

The campaign also features a summary video about 'The Medallion Life', celebrating the group’s accomplishments as a whole with collective data from all Medallion Members. This video will be released on YouTube and promoted on Facebook, Instagram, and Twitter and Delta.com. Molly Crawford, VP/Group Creative Director, DigitasLBi said: "To be able to create a meaningful moment of appreciation for Delta's customers on a one-to-one level with the combination of creative, data and tech is a dream project.

Credits

Chief Creative Officer: Ronald Ng

Executive Creative Director: Atit Shah

Group Creative Director: Molly Crawford

Associate Creative Director/Copywriter: Brandon George

Senior Art Director: Ryan Kenny

Senior Copywriter: Sean Walks

Senior Designer: Francis Styons

Group Director/Executive Producer: Ben Raynes

Associate Director/Executive Producer: Anna Prebluda

EVP/Account Management: Najla Haddad

VP/Account Director: Kelly Jacxsens

Senior Account Executive: Natalie Otterson

AD/Project Manager: Melody Wade

Strategist: McKenzie McCart

Production Company: Station Film

Director: Andrew Wonder

Director of Photography: Ryan Heflant

Executive producer: Stephen Orent

Line Producer: Alon Simcha

Editing House: Hero Post

Editor: Alex Zustra

Producer: Molly Barocco

Sound Design: Bare Knuckles Creative

Sound designer/Audio Mix: Chris Basta

Personalization Partner: Idomoo

Managing Director: Julieta McCurry, Delta Air Lines

General Manager: Kama Winters, Delta Air Lines

Manager: Karla Zientowski, Delta Air Lines

Marketing Specialist: Courtney Adair, Delta Air Lines

Marketing Analyst: Hannah Aldredge, Delta Air Lines