ALASKA AIRLINES
“THE SAFETY DANCE”
Dancing through the bleak COVID days with a feel-good parody.
There were two goals for this campaign:
Make awesome work for an airline during COVID.
Craft messaging to keep 22,000 Alaska employees + passengers safe.
Meet “The Safety Dance,” an updated 80s classic where actual Alaska Airlines employees danced about how serious Alaska Airlines took COVID cleaning + safety. While everyone else was saying the same “we’re in it together” pandemic mantras, Alaska sang unexpected joy + confidence into stressed-out travelers.
What started out with social + pre-roll quickly made its way to broadcast + the Super Bowl. It was covered by news channels internationally + even had morning show hosts doing the dance. The choreography also went viral on TikTok.
Directed by Warren Fu
Created at former agency, Mekanism