Company: Delta Air Lines, Inc. Atlanta, GA
Entry Submitted By: Jackson|Spalding
Company Description: Delta Air Lines serves more than 160 million customers each year. With an industry-leading global network, Delta offers service to 343 destinations in 62 countries on six continents.In 2011, Delta was named domestic “Airline of the Year” by the readers of Travel Weekly magazine, “Top Tech-Friendly U.S. Airline” by PCWorld magazine and won the Business Travel News Annual Airline Survey.
Nomination Category: Video and Film Categories
Nomination Sub Category: Tourism/Travel

Nomination Title: Behind-The-Scenes: Your Bag's Journey On Delta

The date on which this nominated production was first distributed or otherwise made public:

The video was released on December 23, 2011, via Delta’s blog and YouTube channel.

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words).

To demystify the checked baggage process and increase downloads of the Fly Delta App for iPhone, which was recently updated with a bag tracking feature, we placed six cameras on a bag and sent it from Atlanta to New York. The result was an exclusive tour of the all people, places and things a bag encounters on its way from origin to destination. The video had 1 million views within the first 2 weeks and was featured on The Today Show, USA Today and other national media outlets. One month after launching, Delta saw a 60% increase in App downloads.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

PRODUCTION
Director: Jamie Carreiro,
Production Company, City: Wieden + Kennedy, New York
Creative Directors: John Parker, Sean McLaughlin
Creative: Jamie Carreiro
Copywriter: Sean McLaughlin
Producer: Ian Davis
Account Team: Dipal Shah, Lauren Glazer
Executive Creative Directors: Ian Reichenthal, Scott Vitrone
Head of Content Production: Gary Krieg

EDITORIAL
Editorial Company: Joint Editorial, New York
Editor: Andrew Robertson
Post Producer: Michelle Carman

MUSIC + SOUND DESIGN
Artist: Tycho
Song (if applicable): “Hours”