SOUTHWEST AIRLINES + COPA AMERICA • cd & writer
Southwest Airlines had new international service to Mexico, Central America and the Caribbean, and they used their Copa America soccer sponsorship to announce it. This was a new audience for Southwest, so not only did we need to be authentic soccer fans, but everything also needed to work in both English and Spanish.
Digital billboard
We had a tiny production budget for video, so I wrote and creative directed this fun :15.
I think the Spanish version turned out even better than the English one.
Southwest always uses real employees in their ads. We reached out to ones born in some of the countries playing in Copa America, and we integrated them into our ads on Copa America web properties and at the stadiums.
In-stadium ad
In-stadium ad
In-stadium ad
Southwest also wanted a social sweepstakes. So, before each Copa game, we asked soccer fans to show their team pride for a chance to win.
We got a ton of entries. And they were pretty great.
We sent gifs back at some of them.
At the end of the tournament, we shared this piece on Southwest's social channels.