In 2014, Spirit needed to improve its reputation and educate customers on its unique way of flying. It needed to own its big idea and become more transparent to achieve long-term success.
The Bare Fare campaign took risks to embrace the negativity, hug the haters, and create millions of free impressions through provocative content.
We rebranded every touch point. Air sickness bags became sharable brand stories and we even redesigned the entire fleet of aircraft, turning them into flying billboards for the brand.