Role Lead Agency
Assignment Social Campaign
Channel Digital Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification
For New Yorkers, buskers are a daily fixture, often overlooked and considered background noise. As New York’s Hometown Airline®, JetBlue wanted to acknowledge their talent and thank them for being the soundtrack to the city. In partnership with VH1 Save The Music students of P.S. 048 in the Bronx and Rokkan, JetBlue’s Lead Creative Agency on this campaign, JetBlue surprised three NYC buskers with one year of free travel–because the cost of travel is one of the greatest expenses for up-and-coming musicians.
The film, for which Rokkan handled all production and strategy, showcases three buskers: Jesse Cohen, Najah Lewis and Zach Orion. It highlights what makes them unique and features the moments when they’ve realized that JetBlue has given them one year of free travel. The video will live on JetBlue’s YouTube channel and Rokkan will be supporting the campaign via other social engagements throughout the next several weeks.
Rokkan has been working with JetBlue since 2010 as its Digital Agency of Record and Lead Creative Agency on select campaigns. When the partnership started, Rokkan was focused mainly on reimagining JetBlue’s digital platforms, but the relationship has since evolved into one in which Rokkan is now creating original content with JetBlue. Over the course of the partnership, JetBlue and Rokkan have worked together on a number of successful initiatives and campaigns, including the redesign of JetBlue’s digital customer experience in 2011, the launch of JetBlue’s TrueBlue loyalty program in 2013, “Share a Coke with Humanity” in partnership with Coca-Cola in 2015, and now “Let Music Move You” in partnership with VH1 Save the Music.