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Outdoor
Southwest Airlines: Smile
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For the first time in the airline’s 43-year history, Southwest Airlines is offering customers the freedom to fly beyond the continental U.S. to Mexico and the Caribbean.
The “Smile” campaign shows Southwest Airlines employees sitting for passport photos in preparation for the LUV airline’s first international flights. GSD&M brought on award-winning photographer Martin Schoeller, known for creating close-up portraits with strong visual impact, to capture the joy and excitement of the employees featured in the work. Campaign elements include one (:30) TV spot to air in six key markets including Chicago, Baltimore and Denver. Out-of-home work, a print feature as well as online banners created by VML will accompany the broadcast work. The campaign will run through June 30.
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