#NYCTakeoff JetBlue, 2015

New Yorkers walk by thousands of ads each day. So if you’re a challenger airline with an ad spend that’s a fraction of the competition’s, how do you stand out in one of the most cluttered advertising markets in the world? By rewarding people for paying attention.

That’s the idea behind JetBlue’s #NYCTakeoff. We hid New York swag in plain sight all over the city. If you were paying attention you could have been rewarded with a free flight or a great New York experience. The catch? You had to steal the ads to get the reward.

Speaking of theft, on a small, regional out-of-home budget with a 30-day media run, the campaign managed to steal more than 65 million earned media impressions worldwide.