Fawning over the new iPhone? The Flights.com “Unboxing” campaign uses search data insights to change your mind.

What: Film, Content, Social, Experiential | My role: Creative Direction, Ideation

Flights.com challenged us to create an innovative fall travel campaign. Insights showed people find more joy in experiences than purchases, alongside a buzz around tech rollouts like the iPhone launch.

Our "Unboxing" campaign parodied tech unboxing videos, delivering the message: "Buying another phone won't make you happier. Traveling will." A microsite compared tech prices to travel experiences, and influencers amplified the message.

On iPhone launch day, our street team in NYC offered fans in line $1,000 trips. Three left their spots, proving experiences trump things. The campaign resonated, blending humor with impact.

Campaign Results: