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By Kyle O'Brien, Creative Works Editor

December 15, 2016 | 3 min read

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.


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

Mekanism Virgin America Advertising

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