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JetBlue Told New Yorkers to Steal Its Bus-Shelter Ads, and Rewarded Them for It


Steal this ad. No really, it's fine. No one will yell, "Stop, thief!" And even if they do, you're in the clear.

More than 100 New Yorkers recently took jetBlue up on its offer of free flights and other swag by ripping off 181 bus shelter ads across the five boroughs. They were right there in plain sight—all you had to do was deface public property to get them (though no glass-shattering was required).

It's tough to be discreet with a poster-sized coupon tucked under your arm, but the locals didn't seem to care. And for their boldness, they received round-trip flight vouchers, tickets to New York Jets and Brooklyn Nets games, and free scoops from Blue Marble Ice Cream.

The brand plans to repeat the two-day stunt, designed by agency Mullen Lowe, next week under the hashtag #NYCTakeoff. Some nattily dressed flight attendants might even pop up to congratulate winners before sending them off with a chipper "Buh-bye now!"

Client: JetBlue Airways
Title: #NYCTakeoff
Agency: Mullen Lowe

Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
VP, Creative Director: Enrique Camacho
VP, Associate Creative Director: Pete Shamon
Associate Creative Director/Technologist: Joe Palasek
Senior Art Director: Pier Madonia
Art Director: Lisa Della Piana
Sarah Schmid: Copywriter
Designer: Han Na Jung
Designer: Alyssa Cavanaugh
Designer: Tony Frusciante

Production Supervisor: Kristine Ring-Janicki
Content Producer: Eric Skvirsky
Editor and Videographer: Nick Brecken
Assistant Editor and Videographer: Jake Stafford
Project Manager: Molly McKeown

Account Management
SVP, Group Account Director: Drayton Martin
VP, Account Director: Meredith Frisco
Senior Account Executive: Vishal Chandawarkar

Copy Editing
Copy Editing Manager: Ashley Rumery

Strategic Planning Director: Ellie Gogan-Tilstone
Senior Brand Strategist: Sloane Beaver

SVP, Group Digital Director: Jade Watts
Media Supervisor: Kelly McGowan
Media Planner: Lauren Meyers

SVP, Account Director PR: Jaclyn Ruelle
Account Director PR: Megan Oxland
Assistant Account Executive PR: Kelsey Labrot

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