US Creative Work of the Week: JetBlue – FlyBabies

Having a baby brings along many “firsts” for new mothers and fathers, one of them being the first time they travel with their daughter or son on an airplane.

While it might be a momentous occasion in a little one’s life, parents are often riddled with anxiety and worry over how their baby will take to flying, fearful that it could end up being an hours-long cryfest that’s no fun for parents or their child.

Even so, many people are often unsympathetic towards parents traveling with babies. According to a recent survey commissioned by JetBlue, even though 65 percent of adults understand that parents have no control over their infant’s behavior, 40 percent of US adults said they still become irritated when they hear a crying baby on an airplane.

To try and change these attitudes, JetBlue and MullenLowe recently created an in-flight game that actually encouraged babies to cry. On a flight from New York to California, passengers were told that each time a baby cried, they would get 25 percent off of their next JetBlue ticket. If four babies cried, they’d receive a free round-trip ticket.

“This will be the very first flight where flying babies are a good thing,” a flight attendant told passengers.

Since the flight had its fair share of babies onboard, it wasn’t difficult to meet the four-cry mark. When the plane began its descent into California and a fourth baby started to cry, the plane erupted into applause.

The video of the stunt, which was unveiled the week before Mother’s Day and has been voted by US Creative Works readers as Creative Work of the Week, ends with the cheeky message, “Next time, smile at a baby for crying out loud.”

Earlier this year, the airline rolled out a similar stunt called 'Reach Across the Aisle' in an effort to encourage people to get along “in this season of political rancor” ahead of this November’s presidential elections. A flight full of 150 passengers were offered the chance to win a roundtrip ticket to anywhere JetBlue flies – but only if everyone onboard could agree on one vacation destination.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.

Credits:

ECDs: Tim Vaccarino, Dave Weist

VP, Creative Directors: Julia Neumann, Amy Ferguson

ACD: Ben Salsky

Integrated Producer: Matt Polski

Editorial: PS 260

Editor: Hil Vega

Sr. Producer: Laura Lamb Patterson

Assistant Editor: Erica O'Brien

Colorist: Fergus McCall @ The Mill New York

On-Line and GFx: The Mill New York

Production: Hey Baby

Director: Joris Debeij

Executive Producer: Johnny Parker

Producer: Peter Murray

Audio: Plush

Mixer/Sound Designer: Rob Fielack

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