Humanizing a top tier international airport. SFO had a brand perception issue of being impersonal and unfriendly. Stress” was a much more common descriptor of the airport than relaxed. To address this perception, we first worked with SFO to reposition the overall brand strategy of the organization.

We started with a manifesto and mood boards of what SFO could be: a friendly welcoming place where human experiences and connections are made.

From this new brand positioning, we worked with SFO to develop the “Your Airport. Your World.“ campaign. How we told this story was to focus on the emotional human experiences that happen at the airport everyday: connections, anticipation, surprise, and a welcoming hug. It was also critical to communicate that SFO is a reflection of it’s city: diverse, engaged, and accepting.

A large part of this campaign was social where 50% of a brand’s experience is based on viewer’s emotional engagement. Achieving approximately half a million impressions in just 3 weeks. The campaign also ran in transit hubs and vehicles around the Bay Area, as well as throughout the airport.