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Alaska Airlines: Fly Smart. Land Happy. by Mekanism

Agency: Mekanism
Date: Feb 2019
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Alaska Airlines is asking fliers to question what they’ve been settling for and realize there is a better option.

The new campaign, 'Fly smart. Land happy.' was created by Mekanism Seattle and highlights how Alaska is a better option for fliers. No longer do fliers have to settle, because Alaska offers lower fares, better service, and sweeter rewards.

The campaign also features a primarily female production crew, including director JJ Adler, editor Ali Mao, and colorist Jill Bogdanowicz - Mekanism’s latest example of its ongoing commitment to Free the Bid, a non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the global advertising industry.

This integrated campaign features video, OOH and online content. The videos make fliers question what they’ve been settling for, while OOH and online communicate the ways Alaska is a better option.

“Everyone feels the stress of picking an airline: flights are either cheap with a no-frills, lackluster inflight experience, or a slightly better experience with a high price tag. It can feel as ridiculous as your employer skimping on basic work benefits, or overpaying for a bad workout. The campaign challenges the flyers to ask for more out of their flying experience and positions Alaska to deliver unparalleled value to its customers," said Natalie Bowman, Alaska Airlines’ managing director of marketing and advertising.

“With Alaska Airlines pledging to Sisters in the Sky [a nonprofit aimed at diversifying the pilot community] and Mekanism committing to Free the Bid, it only feels natural we would partner with a female director and team on this brand campaign. We love how J.J. made these over-the-top moments relatable and relevant," added Laura Wimer, creative director at Mekanism Seattle.

Credits

Brand Team: Alaska Airlines

Chief Commercial Officer: Andrew Harrison

Vice President of Marketing: Sangita Woerner

Managing Director, Marketing & Advertising: Natalie Bowman

Director of Brand Marketing: Elliott Pesut

Creative Agency: Mekanism

Founder & Executive Creative Director: Tommy Means

Creative Director: Laura Wimer

Associate Creative Director: Aimee Brodbeck

Associate Creative Director: Dan Peterson

Senior Art Director: Gustaf Jonsson

Copywriter: Caroline Johnson

Art Director: Alex Brubacher

Junior Art Director: Matt DeMilner

President, CEO: Jason Harris

Chief Operations Officer: Mike Zlatoper

Head of Strategy: Jeremy Daly

Senior Strategist: Anna Rainwater

Managing Director, Seattle: Lisa Zakroff

Brand Director: Luke Welsch

Sr. Brand Manager: Mellie Lutz

Brand Manager: Ana Sabarots

Project Manager: Maggie Boler

PRODUCTION

Head of Production: Kati Haberstock

Senior Producer: Megan Ubovich

Sr. Talent Manager, Business Affairs: Kourtney Luster

Production Company: m ss ng p eces

Director: JJ Adler

DOP: David Feeney-Mosler

Managing Partner: Brian Latt

Head of Production: Rebecca Davis

Editorial: Arcade

Editor: Ali Mao

Assistant Editor: Luke McIntosh

Managing Partner: Damian Stevens

Executive Producer: Crissy DeSimone

Head of Production: Kirsten Thon-Webb

Senior Producer: Alexa Atkin

Finish/VFX: Timber

Creative Dir’s / Partners: Jonah Hall & Kevin Lau

Head of Production: Melody Alexander

Producer: Seth Gantman, Emily Avoujageli

Flame Artist: Chris DeCristo

Flame Assist: Brack Hightchew, Brandon Harden

Compositors: Michael Loney

Design & Animation: Jon Lorenz, Zach Carnes

Telecine: Company 3

Colorist: Jill Bogdanowicz

Telecine Sr. Producer: Matt Moran

Music: Manage This Media

Music Supervisor & Music Licensing: Janet Billig Rich

Mix/Sound Design: Lime Studios

Mixer: Zac Fisher

EP: Susie Boyajan