The Challenge
Transform Southwest’s perception from just a low-cost airline to a brand that celebrates and connects with a diversity of travelers.
The Spark
Welcome everyone into Southwest by shining a light on the people who fly with the airline.
The Delivery
Through an inspiring campaign, we invited audiences to Welcome Aboard the new Southwest by highlighting travelers from all walks of life. From leaders breaking the glass ceiling to babies taking their step to ballerinas taking flight on the dance floor, we captured the pioneering spirit of Southwest. Set against vibrant destinations and heartfelt moments, the campaign showcased how Southwest isn’t just about getting you there, it’s about celebrating who you are and where you’re headed.
