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Special Project

Special Project
From the 10th Annual Shorty Awards

Get Packing!

Entered in Travel & Tourism


Board games are a popular and timeless tradition during the holidays. Their primary function is to pass the time, relieving family members from the burden of awkward small talk and other annoyances. Our thought was to create a board game that not only offered people a temporary means of escape, but a more lasting one, as well. Get Packing! did just that, enabling the winning family member to get out of there.

Strategy and Execution

During the holidays, most every airline company runs a campaign about getting closer to family. So to break through the noise, we positioned JetBlue as something totally unexpected: The airline that gets you away from your family instead. The tactic stemmed from our insight: Even the happiest families get tired of one another after awhile. Our solution? Create a board game families could play together over the holidays. But not just any board game. One where the winner gets a JetBlue ticket, so they can leave immediately.


200 copies of the board game went on sale December 14, 2017 on Amazon. Each one was priced at $19.99. In addition, four online films were released to announce the game. They were posted on JetBlue's social channels and various blogs.


Video for Get Packing!

Entrant Company / Organization Name

MullenLowe New York, JetBlue


Entry Credits