jonathan main

People who love Southwest Airlines can’t wait to tell you why, whether you’re family, or a total stranger. This was a simple truth that turned into the brand’s biggest campaign launch in a decade.

Southwest is the only airline that includes all their flexibility perks on every fare, free of charge, which means every Southwest flier has a reason to Flex. This campaign lets them do exactly that, while giving Southwest the chance to own their rightful claim as America’s most flexible airline. Below is a small sampling of over 400 assets created for this behemoth.

Ad Age Editor’s Pick + Creativity Top 5