Mekanism releases first creative for Alaska-Virgin merger
The Alaska Airlines and Virgin America merger was officially approved by the US government recently, forming the fifth largest airline in the country. With it comes the first campaign, “Different Works,” by Mekanism, the agency of record for the newly merged company.
The creative for the campaign plays on the idea that Alaska Airlines, the independent Seattle-based carrier, and Virgin America are an unlikely pair. The first spot shows plenty of unlikely pairs that actually complement each other, like a pig surfing with a guy, a tiger grooming a bear, chicken and waffles and a bunch of people working together to do crazy an innovative things, like a tandem dive, an underwater wedding and two people racing tricycles down a snowy hill, with a soundtrack of the hit, “It Takes Two.”
The 60-second spot is already up on YouTube, and there will also be :30 version, plus out of home, print, digital display and social elements.
The campaign also has a Different Works website that explains what the merger means.
“Different works is about recognizing that while Alaska Airlines and Virgin America may seem different on the surface, fundamentally we are similar. Both airlines have always been about doing things a bit differently to offer something better for travelers. Alaska and Virgin America have built outstanding reputations for low fares, on-time performance, innovative products and experiences and award-winning customer service. Together, we equal more than the sum of our parts. Now with a bigger network, more flights and better rewards, we’re looking forward to showing all travelers how different works,” said a statement on the site.
On the website, travelers can also sign up to win a trip for two, since the company is giving away 1,200 tickets to destinations where the airline flies.
CREDITS:
Agency: Mekanism
Client: Alaska Airlines
President/CEO: Jason Harris
Executive Creative Director: Tommy Means
EVP, Head of Creative/Design: Tom Lyons
Creative Directors: Matt Stafford & Hart Rusen
Art Directors: Patrick Nelson & Sean Hamilton
EVP, Managing Director: Michael Zlatoper
Director of Brand Management: Anna Boyarsky
Brand Director: Caroline Paik
Brand Manager: Mellie Lutz
Head of Planning, West: Jeremy Daly
Communications Strategy Director: John-James Richardson
Head of Production: Kati Haberstock
Director of Print Production/Art Buying: Frank Lewis
Producer: Megan Ubovich
Print Producer: James Sablan
Senior Production Artist: Jose Paz
Print Project Manager: Mariah Gill-Erhart
Stock Footage House: STALKR
Stock Producer: George Alvarez
Stock Executive Producer: Carly Lagoda
Music Producer: Janet Billig Rich
Editorial: Nomad
Editor: Jared Coller
Assistant Editors: Collin Ketterer, Dani Weltman
Post Producer: Gabrielle Page
Post Executive Producer: Susye Melega
Sound Engineer: Nomad Editing Co. / Tom Stamatio
Motion Graphics: Nomad VFX / Josh Kirschenbaum
Color: CO3 / Dave Hussey
Print House: XYZ Prepress House