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From the 15th Annual Shorty Awards

Good Leads The Way

Gold Honor in Rebrand Campaign

Silver Honor in Employee Engagement

Entered in Integrated Campaign, Travel & Tourism


For their first campaign in over a decade, United Airlines made the bold choice to re-introduce itself as more than just an airline, but a force for good in the world. To change hearts and minds about an airline people thought they knew, “Good Leads the Way'' became United’s new platform and north star by which to tell stories, TRUE stories, about the goodness of this airline. The result? A 360° storytelling system that could flex everything, with over 10,000 pieces of unique creative, starring 80,000 real hero characters, spanning almost every genre – from a romance, to a rescue story, to a sci-fi story about historic investments to fight climate change. But the storytelling didn't stop there, executing in inventive ways like a skippable pre-roll unit, a storytelling Twitter thread, a NY Times six page spread, an employee pride Instagram sticker, and so much more.

Strategy and Execution

1. Celebrate the good people of United. 

Kicking off with a celebration of who delivers the good across our planes - the people of United, and the people who fly United. We made those people, not our planes, the star, in all anthemic media, spanning cinema, TV, OOH, newspapers, and social. 


2. Celebrate the good actions of United 

Fast following with stories of actual good playing out across the airline. Stories of our sustainability efforts, stories of our innovation impact, stories of our DEI commitment, and even stories about how good it feels to fly in planes designed around people. These stories showed up in TV, in social, in digital, and in eCRM.


3. Ensure a good experience with United

Closing it all out was a body of work that was laser focused on ensuring people felt the good when they were in our home - our terminals and our planes. With terminal media purpose built to deliver good tips on how to have a great flight, when they mattered most. Reminding people to pre-order meals, change seats, secure upgrades, or skip waiting lines, as they got closer and closer to boarding their plane.


We achieved a massive lift in preference (first choice airlines) and a lift in general preference in addition to a significant lift in consideration and purchase intent.


Video for Good Leads The Way

Entrant Company / Organization Name

72andSunny, United