Win Better Seats

Southwest Airlines — “Win Better Seats” LiveNation Promotion

Project Overview
Southwest Airlines partnered with LiveNation to energize concert audiences across domed arenas in the U.S. The concept: a live “Win Better Seats” promotion where fans could text a number to win upgraded front-row tickets. The challenge — and creative hook — was to tell the story without sound in the loudest places imaginable.

Objective
Design a visually unforgettable, on-brand video that turned heads instantly, communicated a clear call to action, and embodied the humor and humanity that define Southwest’s culture.

Creative Solution
We took the everyday ramp marshal — the person guiding planes into their gates — and transformed their marshalling wands into glowing rock instruments. The spot featured a real Southwest employee who happened to be in a band, giving the performance an authentic, playful energy that audiences instantly connected with.

Shot for maximum visual clarity and contrast, the spot used choreography, light, and expressive movement to communicate joy and rhythm — no audio required. Later, music was added for digital and internal versions, extending the campaign’s versatility.

Outcome
The campaign drew attention across massive event screens, driving high participation in the text-to-win promotion. More importantly, it reinforced Southwest’s identity as a brand powered by real people with personality — fun, spontaneous, and human to the core.

Takeaway
When you trust real employees to embody the brand’s values, authenticity becomes the loudest voice in the room — even when the sound is off.