You Above All Campaign JetBlue, 2010

When JetBlue came to us, they already had a very loyal consumer base, but their sales were beginning to plateau. They needed a mantra. A waving flag planted 10 years out in the future that said, “This is where we are headed.” A rallying cry to energize JetBlue’s 13,000 employees, the brand’s most important marketing assets. So they called us, and we answered them with three simple words: You Above All.