Client: easyJet
Families are more connected than ever—but less connected to each other. In a year defined by AI, endless scrolling and Adolescence, nearly half of Gen Z reported feeling lonely. Screens weren’t just distracting us—they were replacing conversation. Our campaign was built upon a simple insight : one of the only moments families are truly offline is at 30,000 feet. “Airplane mode” isn’t just a setting—it’s a rare chance to switch off the world and switch back on to each other. So, we turned that moment into something meaningful by creating a bespoke card game designed to spark conversations and family connection, with no screens in sight. The idea travelled fast. The campaign generated 570+ pieces of coverage, reaching 380 million people. It sparked national conversation—from This Morning to radio debate—and achieved over 230,000 social views. Most importantly, it landed where it mattered. 6,500 games were handed out at easyJet bag drops across the UK, helping drive a ten-year high in customer satisfaction and delivering a 37.4% share of voice during the campaign period. By reimagining “airplane mode” as a moment of human connection, easyJet proved that being the most helpful airline isn’t just about travel—it’s about bringing families closer.
