United Airlines - "Chief Trash Officer"

72andSunny

72andSunny Los Angeles, United States

Awards

3411

This ad is part of the ACT Responsible Collection

Brand: United Airlines
Country: United States

Advertiser: 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
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Philosophy	Subscribers Only
Media Type	Case Study
Length	116 seconds
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