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Creative Copywriter
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CONTEXT:
The worst part of any trip? Layovers. Because nobody likes wasting long hours sitting uncomfortably between chairs waiting for their next flight. That’s why at LATAM, the airline with the most nonstops across South America, we had a lot to say about it.
IDEA:
We relied on our the aviation industry most iconic hospitality asset — blankets — delivering warmth to other airline passengers stuck between flights. But not just for comfort, also for confession. We turned blankets into billboards and those nobody see into the most visible media in the airport.
More nonstops, mean less layovers.
CASE
PRINTS
3000 HOURS
OF MEDIA COVERAGE
1000 BLANKETS
+6p INCREASE
IN PURCHASE INTENT
LITERALLY COVERED IN OUR ADS
Agency: MRM Santiago
Chief Creative Officer: Leonardo Chiesi
Agency Chief Strategy: Simón Bustamante
Creative Director: Felipe Abufhele
Account Director: María Jesús Joseph
Copywriters: Alí Hernández
Art Directors: Patricio Bustamante | Jaime Reyes | Alfonso Larsen
Production Company: Uff Content, Santiago
Film Director: Gonzalo Ruiz
Executive Producer: Francisca Rodríguez | Paula Ruiz
Photographer: Jota Velázquez
Editor: Paolo Merino
Post-Producer: Wolfgang Romero
Shortlist Cannes Lions (2025)
Shortlist. Brand Experience & Activation
No need for a layover, more ideas just ahead.
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