JETBLUE

A Taste of Home

Problem: More Dominicans live in Washington Heights, New York than anywhere outside the Dominican Republic. For most of those families, getting back home wasn't just expensive. It was out of reach. JetBlue wanted to change that, and needed a campaign that actually meant something to the community.

Solution: A Taste of Home. We went into Washington Heights and told people we were making a documentary about the Dominican Republic. We wanted their stories, their memories, their connection to home. What we didn't tell them was what was coming. Instead of an interview, they got free flights. The whole family. Home.

How: Undercover documentary production, community outreach in Washington Heights, and a film about what it actually means to go home. The campaign earned industry recognition and connected with audiences far beyond the original market.

CLIENT: jetBlue Airlines

AGENCY: MullenLowe

ECD’s: Tim Vaccarino, Dave Wiest

CD: Dylan Bernd

ACD ART DIRECTOR: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

ACD COPY: Jen Perry

ACCOUNT LEAD: Patrick Meely

DIRECTOR: Phillip Knowlton

PRODUCTION: Greenpoint Pictures

A split view of New York City buildings, with the Empire State Building on the left and a historic church tower on the right, under a cloudy sky.
Map of the Dominican Republic depicting various cities, overlaid with event details for a free authentic Dominican dinner on November 14th in Washington Heights, including RSVP email and promotional graphics.
Elegant restaurant dining room with a large chandelier hanging from a wooden ceiling, a central floral arrangement with candles, and tables set with wine glasses and tableware.
Close-up of multiple hands holding a freshly baked bread roll with a dark brown crust.
Close-up of a menu or receipt on a dark table, with a glass of water in the background, low lighting creating a warm atmosphere.
Black folder with gold cursive writing that says 'Thank You' resting on a blue and white jetBlue flight map and ticket.
Boarding pass for Marisol Delgado from JFK to Santo Domingo, Dominican Republic, with a flight number 509 on airline JetBlue, featuring a map of the Dominican Republic and flags of the Dominican Republic and New York.
Close-up of a woman's face with black hair and makeup, wearing a dark fuzzy coat, in a dimly lit setting.
Three women taking a selfie together outdoors during the evening.
Screenshot of a Twitter profile page for David Ortiz, showing a profile picture of a person with a shaved head, glasses, and jewelry, along with a banner image featuring a person outdoors. The profile indicates David Ortiz is a retired baseball player, with 1,290 tweets, 750,000 followers, and following 268 accounts.
Person holding a plane ticket with flight information, taken in a dimly lit setting.