Wieden+Kennedy New York convinced Delta Airlines that the most compelling thing they could do was something airlines have historically avoided: being candid about their challenges. Our work for Delta acknowledges and celebrates the struggle all ambitious people face. To position Delta as the ally of aspiration and hard work, I created Delta’s global brand tagline, KEEP CLIMBING. Now, KEEP CLIMBING appears on nearly all Delta communication, from TV spots to airport terminals to apparel and cocktail napkins.

Created at Wieden+Kennedy.