United Airlines has named Sesame Street’s Oscar the Grouch as its first chief trash officer as he and the airline celebrate his love of rubbish. United Airlines’ new, consumer education campaign is designed to promote the expected benefit of using sustainable aviation fuel (SAF) more broadly. SAF is an alternative to conventional jet fuel that, on a lifecycle basis, reduces greenhouse gas emissions associated with air travel compared to conventional jet fuel alone. SAF is being made from used cooking oil and agricultural waste, and, in the future, could be made from other feedstocks including household trash or forest waste.
Who better than Oscar the Grouch to promote the value of trash?
Oscar’s five decades of trash experience is on full display in original video, digital, social and out- of-home content that shows how garbage can help fuel the future of air travel. That content includes this video which chronicles part of Oscar the Grouch’s first day as United’s chief trash officer. Titled “BINtro,” the film was directed by Valerie Faris and Jonathan Dayton (aka Dayton/Faris) of Bob Industries for agency 72andSunny Los Angeles.
United has already invested in the future production of more than three billion gallons of SAF.
United customers can do their part too by tracking the estimated carbon footprint of their flight and contributing to supplement United’s investment in the new UAV Sustainable Flight Fund when buying a ticket.
“United is invested in helping transform Oscar's favorite kinds of garbage material into sustainable aviation fuel (SAF),” said Lauren Smith, executive creative director at 72andSunny. “So, he was the obvious, entertaining choice for educating about SAF in a way I dare anyone not to love.”
Credits
Client United Airlines Agency 72andSunny Los Angeles Oscar the Grouch Team Sesame Workshop Jennifer Ahearn, VP, global strategic partnerships; Jason Johns, sr. director, strategic partnership; Sal Perez, VP & executive producer, Sesame Street Productions; Autumn Zitani Stefano, sr. director of content; Louis Mitchell, creative director, character design; Emilie Bandy, content operations & programming director; Alyssa Menard, content & programming director. Jim Henson Company Melissa Creighton, sr. production manager; Jason Webber, creative supervisor; Joe Roddy, performer coordinator; Delassie Gadzanku, assistant to the creative supervisor; Lara MacLean, Stacey Weingarten, puppet wranglers. Production Company Bob Industries Valerie Faris & Jonathan Dayton, directors; TK Knowles, John O’Grady, exec producers; Phillip Sheridan, producer; Kathleen Custer, staff producer; Donald Cager, production supervisor. Editorial Whitehouse Post Heidi Black, editor; Joanna Manning, exec producer; Joe Carugati, assistant editor. Color Arianna Shining Star, colorist. Audio Raphaël Ajuelos, mix engineer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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