United Airlines - "Chief Trash Officer (118s)"

72andSunny Los Angeles, United States

Awards

616

Brand: United Airlines
Country: United States

Advertiser: United Airlines

Title	Chief Trash Officer (118s)
Brief	United had a bold, possibly crazy answer to the question of who should lead the “garbage is good” conversation. How about a nostalgic reminder from our childhood who can make the complex simple and put us all in instant learn mode? The company made a strategic hire.Introducing United’s first ever Chief Trash Officer: Oscar the Grouch. An irrefutable expert on trash, Oscar the Grouch would prove to be the ideal spokesperson to help share United’s view that fuel made from garbage, and other wastes, is the future of decarbonizing air travel. Since Oscar is uniquely qualified to help explain why trash could be the treasure that fuels the jets of the future, he was the natural (albeit, tongue-in-cheek) choice to become the first-ever “executive” hire dedicated to finding the good in garbage.With education in mind, United created a multi-pronged creative campaign centered on the globally recognized Sesame Street character and influencer Oscar the Grouch. Using a puppet who personifies the core of the campaign-that trash is good-was the first step in getting people to care about a complex topic and how it can solve a global issue.In addition to Oscar, Gen Z influencer "Corporate Natalie" was also tapped to getthe word out to her 1.57M+ followers across TikTok and Instagram via a funny video
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
Media Type	Case Study
Length	119 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