BRIEF –
With the “Keep Climbing” campaign, Delta Airlines aspired to create a sophisticated look that would appeal to all demographics and inspire Delta employees to keep aiming for the top. Ultimately, the airline sought refined messaging that reflects its focus on people and quality of experience.
VISUAL DIRECTION –
Classic black-and-white photography sets the foundation for sophistication, and allows Delta Airlines’ branded blue and red to guide viewers through the ads. Each image’s subject is either positioned with upward movement, or has been shot from a low angle to echo the airline’s ambition to “Keep Climbing.” Delta’s angled supergraphic enhances the upward lift.
COVERAGE –
Hundreds of print and out-of-home ads were created for this campaign, featured at iconic venues such as Yankee Stadium, Citi Field, Penn Station and Grand Central Terminal. Unique campaign displays included wallscapes and bus wraps, while print ads can be seen across national magazines and newspapers, and banner ads run across digital media.
Digital
