Actual truth in advertising

We wanted the relaunch of True Blue to be honest, authentic, and true to the loyal customers who are such JetBlue superfans.
We chose six passionate people who were true to something—and it wasn't travel—and told their stories in a 360 campaign.
Be True was a rally cry, whatever you're true to, we're true to you,

To create public buzz for the “Be True” campaign, we created an award-winning (Webby) website including six “Trueist” videos, plus a Yoga event in Central Park, a Facebook page, subway poster domination, posters, paid social, emails, and a media ring at T5, JFK.

Copywriters: Cat Penfold, Laura Reilly
Art Director: Mike Choo
Creative Director: Todd Dexter