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. 

We had a tiny production budget for video/TV, so I wrote and creative directed this fun :15.

I think the Spanish version of the :15 turned out even better than the English version.

Southwest always uses real employees in their ads. We found foreign-born ones, and we integrated them in our ads on Copa America web properties and at the stadiums.

Southwest also wanted a social sweepstakes. So, before each Copa game, we asked soccer fans on Twitter to show their team pride for a chance to win.

We got a ton of entries. And they were pretty great.