TitleOscar Learns to Fly
BriefHow to communicate that United is invested in using garbage for good? Well, there was only ever one person… er… grouch for the gig. So we hired him. Introducing United’s first ever Chief Trash Officer (CTO): Oscar the Grouch. We gave the news the fanfare that any C-Suite hire of a global airline would naturally deserve, grabbing headlines for SAF in the process. Oscar’s onboarding process provided the perfect backdrop for some sitcom-style films. Through banter between our grouchy CTO and real United employees, we seamlessly communicated the down-and-dirty facts of sustainable aviation fuel in an entertaining way. The combination of Oscar’s inherent grouchiness with United’s good-natured optimism proved the perfect tone to help educate even the biggest skeptics. In the end, it was a campaign that even a grouch could love.
Agency
Campaign Chief Trash Officer
Advertiser United Airlines
Brand United Airlines

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