Lack of time? Use multi-media!

Now that is a refreshing combination: time scarcity and multi-media storytelling. Since the most exclusive valuable we have has become time, and not gold, money or signature books of movie stars, Jetblue, an airline ticket prizefighter, decided to teach us a lesson on time management. They invited comedian Sam Richardson to present a case which spreads out over multiple platforms and media forms, and that’s the way we like it.​

He does a great job presenting the pitch - take your time and slow down, otherwise you won’t have time to relax and book a flight - in a non-pushy and open story structure. Through two main characters, single-mom Jennifer and Washington, D.C.-based millennial Ryan, we are being tought to watch ducks and lay on the floor.

"What started as a brief to showcase JetBlue’s mission to inspire humanity turned into an opportunity to insert ourselves into a cultural conversation" says Tim Vaccarino, Mullen Lowe US executive creative director.

The use of shareable 100+ pieces of shareable social content on Tumblr and on their own website works out nicely, especially when comparing which content is valued best. Yep, infographics, of course. The centre of the case is the full movie (almost 16 minutes), and you can also take a quiz to find out how ‘Humankinda’ you are yourself.

The most neglected art form these days seem to be animation, surprisingly, even though the production costs went down dramatically with digital means. But take look at this real of the animations used in the Humankinda film, put together as a single animation. A job well crafted. Not many brands use the animated art film for supporting their brand message.

The lack of philosophizing makes the subject easy to consume and sympathetic, and keeps it away from the high strung people in the movie running the streets.

The subject of Humankinda seems light, but it turns out to be big fun, kinda!