SPIRIT AIRLINES / That's the Spirit
date. November 2023
PROBLEM: Spirit is frequently judged by what it lacks, rather than appreciated for being a low-cost travel option.
INSIGHT: Spontaneity is closely tied to mindfulness and living in the moment, often leading to greater happiness. However, a study found that 38% of people say financial concerns are the main barrier preventing them from being spontaneous.
BIG IDEA: Spirit Airlines is challenging travelers to embrace spontaneity and take advantage of their low-cost flights. With nothing but the clothes on their backs—and maybe a swimsuit—travelers are encouraged to explore anywhere and everywhere.
ADs: Ryan Hufnagel, Alice Mullen
OOH
SOCIAL
DIGITAL
EXPERIENTIAL
Users can download the Spirit Spontaneous Excuse app to cancel plans at the last minute. They can also access Spirit's vending machines, fully stocked with essentials like phone chargers, toothbrushes, toothpaste, and even bathing suits, allowing them to travel without packing anything.
