Lithium ion batteries cause smoke and fires on planes twice a week, uprooting our travel. When traveling, we are usually focused on the annoyances right in front of us. We don't want to be labeled "annoying" or "the difficult one."  This campaign uses relatable obnoxious characters to ask travelers to avoid being the reason for a disrupted flight. Don't be that passenger. Keep your devices with rechargeable batteries within arms reach. 
OUT-OF-HOME
1,200 TSA security bins at DCA (Ronald Reagan National Airport in DC)  provided 100% coverage, reaching over 814,000 monthly travelers with 2.2 million monthly impressions, placing the safety message directly at the point of interaction with devices.
DIGITAL ADS
Exposure to virtually 100% of post-security passenger traffic, offering strong frequency and enhanced message retention.
Generated over 19 million impressions across Meta and programmatic channels, with Meta achieving a 0.24% CTR (12,261 link clicks) and programmatic video boasting an impressive 92.98% completion rate.

Drove over 33,000 total clicks to learn more about safer battery practices. Visual-driven ads consistently outperformed text-only versions, and geo-targeted ads around airports significantly increased website traffic, validating the effectiveness of reaching travelers in a relevant mindset.

AWARDS
2025
ADDY- Gold in the Cross Platform - Integrated Campaigns category
Executive Creative Director: Kristie Pope
​​​​​​​Associate Creative Director: Natalya Maltseva
Senior Designer: Leanne Cacchiotti
Senior Designer: Brynne Kelly
Copywriter: Kobby Amoako-Atta
Copywriter: Salem Adkins

↑Back to Top