Jetblue: Snowflakes

Credits & Description:

Brand JETBLUE
Entrant MULLENLOWE NEW YORK

MULLENLOWE New York, USA Entrant Company
MULLENLOWE New York, USA Idea Creation
RADICAL MEDIA New York, USA Production
ARCADE EDIT New York, USA Production
MULLENLOWE New York, USA PR
MULLENLOWE New York, USA Media Placement
Mark Wenneker MullenLowe New York Chief Creative Officer
Dave Weist MullenLowe New York Executive Creative Director
Tim Vaccarino MullenLowe New York Executive Creative Director
Amy Ferguson MullenLowe New York VP Creative Director
Julia Neumann MullenLowe New York VP Creative Director
Mike Schneberg MullenLowe New York Senior Copywriter
Patrick Regan MullenLowe New York Senior Copywriter
Dan Pappas MullenLowe New York Senior Art Director
Ira Oksman Kantsurova MullenLowe New York Art Director
Zeke Bowman MullenLowe Boston Director of Integrated Production
Brian Smith MullenLowe Boston Executive Producer
Kimberly Reid MullenLowe Boston Assistant Producer
Emily Brooks MullenLowe Boston SVP, Group Account Director
Matt Duerr MullenLowe Boston Account Director
Beba Rivera MullenLowe Boston Account Supervisor
Amy Keddy MullenLowe Boston Senior Business Affairs Manager
Kristine Ring-Janicki MullenLowe Boston Associate Director, Print Production and Experiential
Kate Moore MullenLowe Boston Senior Art Producer
Eden Alaxanian MullenLowe Boston Art Producer
Louise Lloyd Owen MullenLowe Boston Senior Digital Producer
Taylor Nisbet MullenLowe Boston Associate Digital Producer
Christina Pappas MullenLowe Boston Assistant Project Manager
Ellen Cizek MullenLowe Boston Project Manager
Ellie Gogan-Tilstone MullenLowe Boston VP Group Strategy Director
Lindsay Cardinale MullenLowe Boston Senior Strategist
Jaclyn Ruelle MullenLowe Boston SVP, Account Director
Brittany Zahoruiko MullenLowe Boston Account Supervisor
Kelsey Labrot MullenLowe Boston Senior Account Executive
Krystle Lischwe MullenLowe Boston Senior Account Executive
Meg Weldon MullenLowe Boston Assistant Account Executive


Script (English)
Open on a family sitting in a lounge room cutting paper snowflakes. A mom, dad, their teenage daughter and younger son cut in silence. Without looking up from her paper, the mom comments on the daughter’s cutting technique.
MOM: You’re cutting that wrong, you know.
DAUGHTER: Sorry?
MOM: It’s gonna come out wrong.
DAUGHTER: I’ll cut it my way, thanks.
MOM: Just trying to help.
DAUGHTER: Appreciate it. I’m good though.
MOM: Honestly, if you cut the corner first, it’ll be rounder.
DAUGHTER: What if I don’t want it round?
MOM: We make them round every year, you know that.
DAUGHTER: Well, I guess this year, someone will just have to adjust their predetermined
snowflake standards.
The father and son look extremely uncomfortable, doing their best to ignore them. The mother says lovingly to her son,
MOTHER: What a beautifully round snowflake, Chip. I adore you.
Cut to an overhead shot of the table. The board game drops down and lands with a thump.
VO/ART CARD: Get Packing! The game you play so you don’t have to stay.
Cut to a close up of the starburst on the box which reads: Includes one actual JetBlue ticket.
VO: Includes one actual JetBlue ticket.
SUPER: Available at Amazon.com/GetPacking!

Entry Summary
In the U.S., as in many parts of the world, the holidays are the one time of year when families travel to be together. Which is amazing.
Until the fourth day…
Inevitably, after a few days staying in a cramped house, tensions rise, people crave their own space, and everyone wants to get away.
That’s where we, JetBlue, insert ourselves, because we are good at taking people places.
We promoted the board game, Get Packing! with four relatable films focused on “I want to GTFOutta here” holiday moments.
Brief Explanation
In the film “Snowflakes,” we see a family of four gathered together cutting snowflake decorations for the holidays. In a rather cringeworthy manner, a controlling mother directs her teenage daughter on how to correctly cut a snowflake to her standards.
But the defiant teenager does not want to abide by her mother’s snowflake standards. A passive aggressive argument about the correct way to cut out a snowflake ensues between the mother and daughter. The bickering grows so uncomfortable and awkward that everyone wants to leave.
At that point, we cut to an end card introducing our board game, Get Packing! It actually helps anybody in a similar situation get out of town, because this board game comes with a roundtrip plane ticket—for only $19.99.