Brand Manager
at
United Airlines
| Title | Chief Trash Officer |
| Brief | How to communicate that United is invested in using garbage for good? Well, there was only ever one person… er… grouch for the gig. So we hired him. Introducing United’s first ever Chief Trash Officer (CTO): Oscar the Grouch. We gave the news the fanfare that any C-Suite hire of a global airline would naturally deserve, grabbing headlines for SAF in the process. Oscar’s onboarding process provided the perfect backdrop for some sitcom-style films. Through banter between our grouchy CTO and real United employees, we seamlessly communicated the down-and-dirty facts of sustainable aviation fuel in an entertaining way. The combination of Oscar’s inherent grouchiness with United’s good-natured optimism proved the perfect tone to help educate even the biggest skeptics. In the end, it was a campaign that even a grouch could love. |
| Agency | 72andSunny |
| Campaign | Chief Trash Officer |
| Advertiser | United Airlines |
| Brand | United Airlines |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Philosophy | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Managing Director | L...a L...s Subscribers Only |
| Head of Strategy | K...y Sc.....el Subscribers Only |
| Head of Creative | M..t M...hy Subscribers Only |
| Head of Production | K..e Mo....on Subscribers Only |
| Head of Production | N...le H...e Subscribers Only |
| Group Brand Director | E...y Co....ly Subscribers Only |
| Brand Director | T...is C...s Subscribers Only |
| Brand Manager | St.....ie R...n Subscribers Only |
| Brand Manager | M....sa Go....es Subscribers Only |
| Group Strategy Director | C..l M....er Subscribers Only |
| Strategy Director | L....na W...er Subscribers Only |
| Strategy Director | S....er I...c Subscribers Only |
| Group Communications Strategy Director | K....in B...er Subscribers Only |
| Strategist | B...ke Le.....hn Subscribers Only |
| Data Strategy Director | Fe....do Co....do Subscribers Only |
| Executive Creative Director | L...en S...h Subscribers Only |
| Creative Director | M...ie Mc....ll Subscribers Only |
| Creative Director | ..m H...an Subscribers Only |
| Designer | T...a M...ot Subscribers Only |
| Copywriter | E...y R...es Subscribers Only |
| Head of Production | N...h A....ca Subscribers Only |
| Executive Film Producer | K...e G..l Subscribers Only |
| Executive Film Producer | A..y Ro.....al Subscribers Only |
| Film Producer | J...i D..a Subscribers Only |
| Film Coordinator | P....ip Q...n Subscribers Only |
| Executive Art Producer | ..i B..k Subscribers Only |
| Art Producer | ..y Ca....on Subscribers Only |
| Art Producer | An.....tte Ro.....ez Subscribers Only |
| Director of Partnerships and Legal | Ch....sa K...ey Subscribers Only |
| Group Partnerships and Legal Director | E..a Mi.....ou Subscribers Only |
| Partnerships and Legal Director | V....sa R...ra Subscribers Only |
| Partnerships and Legal Manager | A...ey Br.....an Subscribers Only |
More Work
SEE ALLOscar's First Day
- BRAND:
- United Airlines
- AGENCY:
- 72andSunny
Oscar Learns to Fly
- BRAND:
- United Airlines
- AGENCY:
- 72andSunny
Agent on Demand
- BRAND:
- United Airlines
- AGENCY:
- 72andSunny