FLY HIGH

Advertising

Nov 28

Written By Katie Danforth

CLIENT
DELTA

MARKET
LOS ANGELES
NEW YORK

AGENCY
WIEDEN & KENNEDY
PHD/OMA

MARKET
LOS ANGELES
NEW YORK

WALLS
6

Delta’s goal for 2017 was to start real conversations with local audiences. Wieden & Kennedy and PHD dreamt up a series of campaigns that would draw on Colossal’s connections to the arts in New York and Los Angeles. Four unique executions brought the brand into conversations about community and culture in a fun, relatable way.

HEART IN THE SWIPE RIGHT PLACE

A partnership with New York’s biggest dating app offered Delta a direct line to the local social scene. User data provided a hook: Tinder users with travel photos get more dates.

Colossal painted the Delta Dating Wall on a flagship wall in Williamsburg and Delta invited New Yorkers to “fake it til you make it.” Press placements, influencer marketing, and content produced by Colossal (including videos used in organic and paid social media campaigns) spread the word. The hyper-local activation quickly became everyone’s best wingman.

NUMBER WON

We saw next-level engagement at the wall — singles, couples, kids, and dogs all lined up to have photos taken in front of the life-sized scenes. Delta achieved a corporate pipedream: genuine interest in branded content.

1,650,000

TOTAL OUT OF HOME
IMPRESSIONS

16,000,000

EARNED IMPRESSIONS
ON TWITTER

193,000,000

IMPRESSIONS
THROUGH PR

Record-breaking engagement on Tinder; 2-3x higher than other culturally relevant brands
400,000 completed video views on Facebook
Users were 8x more likely to watch the dating wall videos to completion compared to past Delta videos

CODE SWITCH

The second round of artwork on the Williamsburg flagship featured artwork by Celyn Brazier. Brazier reimagined 133 of Delta’s airport codes as whimsical illustrations bursting with local landmarks.

Colossal recreated the intricate illustrations on the massive Williamsburg wall. With a nudge from strategic press placements, people began snapping and sharing photos of their hometowns and dream destinations.

Videos created by Colossal and a social media scavenger hunt helped the brand’s messaging echo across social media.

FOOD FLIES

Another Williamsburg canvas sat above Smorgasburg, the food festival with trendy eats from around the world. A bright illustration encouraged foodies to fly to the cities where their food came from.

NO BAD TRIPS

Across the country, Delta brought real street art from Mexico, London, and Melbourne to the streets of LA, highlighting key gateways accessible through LAX.

Colossal installed an outdoor art gallery with a rotating collection of the street art. We recreated every detail of the original pieces, down to the windows and wall texture behind the artwork.