United Airlines · United StatesOOH · Digital & Tech
Verified Closer Than You Think.
United used taxi-top screens to compare airport journey times from the taxi's current location.
- Brand
- United Airlines
- Agency
- 72andSunny
- Market
- United States
- Region
- Global
The challenge
The airline wanted New Yorkers to reconsider the assumption that JFK was always more convenient than Newark Liberty International Airport.
The idea
Firefly combined GPS and live traffic data to display changing drive-time comparisons on taxi-top screens. The message made United's convenience argument specific to the street and moment in which people encountered it.
Case study source: Firefly Source ↗
Awards
- Obie Awards 2026Contextual BrillianceGold
- Obie Awards 2026Programmatic & Real-Time OOHGold
Credits
- Brand
- United Airlines
- Media agency
- Dentsu
- Media partner
- Firefly
- Group Creative Director
- Tim Bateman
- Group Creative Director
- Ted Kapusta
