Delta Air Lines is dressing up a bunch of strangers in identical outfits in order to urge adult children living in Seattle to visit their mothers. The carrier is doing this to take advantage of its growing global Seattle network.
The campaign, created with Wieden+Kennedy New York, features personal, heartfelt messages from real moms of Seattleites that remind their children to come visit: “Hey babe, visit soon! Love, Mom” and “Stu, I’ll always be here for you. Waiting. In Denver. For you to visit. Love, Mom.” These handwritten reminders to visit are coupled with home photos showing each mom with their child. The messages will appear across the city, including on billboards, storefront posters, and at local bars and hot spots.
Videos highlight the campaign, showing a band of women dressing up as the same person in identical outfits to get their grown children to pay attention. As the women get closer to their targets, we hear the reason for their dress-up game, and see the very surprised daughters and sons shocked and delighted to receive tickets to fly to see their moms. The clones even hand them phones so they can speak live to their mothers.
Seattle is a city where more than 60% of residents are transplants, and the campaign showcases Delta’s ability to connect Seattleites with the people they care about through an extensive network from the city, where Delta claims to be the fastest-growing carrier.
“Given its status as a hub for technology, innovation and culture, Seattle draws people from across the globe – and often that means moving quite far from home,” said Tony Gonchar, Delta’s vice president – Seattle. “Our campaign reminds Seattleites to stay connected to the people and places that matter most to them. And with more than 50 destinations from Seattle, Delta can connect Seattle residents to their moms, dads and other family members and friends who may live far away.”
Delta’s partners at Seattle Sounders FC are getting in on the campaign, as well. Siblings and Sounders FC players Cristian and Alex Roldan, who are Seattle transplants originally from California, were recently greeted by a group of look-alike moms that delivered a special message from their actual mom, Momma Roldan, to come home and visit soon on Delta.
See more of the campaign by clicking on the Creative Works box below.