Touting the humanity of JetBlue’s customer service, Pearl created an interactive bait-and-switch experience. Through a digital storefront display, New Yorkers interacted with a virtual avatar of a JetBlue crewmember, Mary. Appearing as a recording, she quickly turned heads, engaging them in humorous real-time conversations. Mary has since become famous, netting over 15 million earned media impressions.
Digital Out of Home Award
Best Brand Execution – Travel & Tourism 2015
DSE Apex Award
Silver – Public Spaces 2016