Stroll through the busy streets of New York City (or any city, for that matter) and chances are you'll hear and see street performers playing beautiful melodies. If you're like most busy New Yorkers, though, you'll have your headphones in, head down, paying little to no attention to your surroundings.
For those who make a living playing music on the street, it can be discouraging to see people walk by, day after day, unaware of the hard work they've put in.
JetBlue, with creative agency Rokkan, figured out a way to recognize a few of these buskers, and offer them a life-changing opportunity in the process, with this "Let Music Move You" stunt.
Watch the stunt first, spoiler free:
In partnership with VH1 Save The Music and students from P.S. 48 in the Bronx, the airline presented three musicians with a year of free airfare. Kids from P.S. 48 approached each of the street performers and presented them with their vouchers, which of course was all captured on film.
The stunt is similar to work JetBlue has done in the past, from offering flyers free trips for enduring crying babies on a long flight to encouraging New Yorkers to steal bus-shelter ads for a reward including round-trip flight vouchers. This particular stunt gives the viewer a warm, fuzzy feeling after seeing the emotional responses each deserving performer has upon receiving a year of free travel.
The hope now is that these three performers will spend the next year traveling across the country and inspiring people, young and old, with their amazing musical abilities.
CREDITS
JetBlue: "Let Music Move You"
Client: JetBlue Airways
Agency: Rokkan
JetBlue
Vice President, Marketing: Jamie Perry
Brand, Advertising Director: Elizabeth Windram,
Corporate Social Responsibility Director: Icema Gibbs
Regional Marketing, Consumer Promotions Manager: Tara Carson
Corporate Social Responsibility Manager: Irma Arizmendi
Corporate Communications Managers: Morgan Johnston, Tamara Young, Danielle Sandars
Advertising Manager: Phillip Ma
Consumer Promotions Analyst: Jaclyn Costantino
Brand Analyst: Chan Tran
VH1
Press and Talent Relations Manager: Trell Thomas
Corporate Sponsorships, Special Events Director: Jennifer Dunn
Creative – Rokkan/Hone Production
Chief Creative Officer (Rokkan): Brian Carley
Chief Delivery Officer (Rokkan): Joe Tao
Creative Directors (Rokkan): Anthony DiPaula, Jeffrey Samson
Associate Copywriter (Rokkan): Katie Lee
Associate Art Director (Rokkan): Alexander Junquera
Account Supervisor (Rokkan): Jenna Clapp
Producer (Rokkan): Michael Wallace
Executive Producer (Hone Production): Greg Tharp
Senior Producer (Hone Production): Tina Lam
Production
Electric Arts Films
Producer: Dave Stekert
Director: Jonathan Yi
Editorial
Fluid
Editor: Peter Sabatino,
Senior Producer: Valerie Iorio
Talent
Superfly Productions
Programming Director: Josh Roth
Client Services Director: Jen Ondrejicka
Client Services Manager: Alyssa Hrabik
Programming Coordinator: Emily Roehl
Interns: Amanda Charlow, Adrienne Taylor
Mediahub
Vice President, Associate Media Director: Rachel Allen
Media Supervisor: Shoshana Levine
PR/Social
MullenLowe
Senior Vice President, PR Account Director: Jaclyn Ruelle
Account Supervisors: Becky Brand, Brittany Topham
Sunshine Sachs
Account Manager, Chad Davis
Senior Account Executive, Claire Tonneson
Junior Account Executive, Kaila Frisone