Delta Centennial RFP
To prepare for Delta’s 100th year celebration, selected agencies were asked to identify a creative and visual thru-line for three key Delta Air Lines cultural celebrations and milestones: Profit Sharing Day, Delta 100th Celebration at the Delta Flight Museum, and The Station Tour. A few submitted ideas are featured below.
Moodboard highlighting visual dimension & perspective
The Sole of Delta
The ‘SOLE’ of Delta comes to life through a strategic collaboration with ‘NIKE By You’ where employees can digitally customize a pair of limited-edition shoes, and as they do, learn about delta’s past 100 years and infinite future, because we’ll never stop climbing.
Leveraging the ‘Nike by You’ interface, we’ll create a bespoke user experience for Delta Employees where they choose their customizations like laces, swoosh colors, embroidery, tags, iconography, etc. Every customization option will come with a Delta Story relevant to that customization, so as they select and create, they also learn. Stories will range from monumental milestones to human interest testimonials, to new content from our Executives or Celebrity Brand Ambassadors. The customization options will bring those stories to life through pop-up videos built into the UI/UX proving every step tells a story.
Level Up
We’re giving employees a chance to level up their knowledge, level up their passion, and level up their love for delta air lines as we give them a playful break from their day to day this centennial station tour.
Taking inspiration from the beloved arcade complete with games, snacks, photo booths and prizes, we’re modernizing, illuminating and Delta-fying a version that will educate and inspire employees on the last 100 years of turbulences and triumphs, adventured and achievements. Through our bespoke game creation and hospitality, Delta employees will play for their name on the company wide leaderboard, enjoy some casual but elevated bar snacks, hope to win some collectable worthy prizes, all the while learning about the Delta’s journey to 100 and beyond.
Landmark Honoring
The landmark celebration is a trip around the world in one evening, giving our employees the opportunity to experience the best of our domestic and international hub cities, in one magical place – the delta flight museum.
This big, bold and brilliant landmark livery reveal unfolds across a multi-stage progression delivering the nest international flavors + surprises at the centennial celebration.
Treat Yourself
Treat yourself 2025’ is a 360-degree profit sharing day celebration that pulls inspiration from the iconic parks and rec scene and distributes themed moments of indulgence across dal stations at scale.
Kicking off with a system wide trailer-style video featuring Ed Bastian, Aziz Ansari, and Retta Sirleaf, we’ll set the stage, establish the reference, and invite all employees to Treat Themselves on Profit Sharing Day. A series of physical experiential touchpoints will pop up for IRL engagements alongside Aziz, Retta, or Ed, while toolkits and digital touches are distributed for smaller, but equally clever moments of celebration, ensuring everyone enjoys this above and beyond day of indulgence- Profit Sharing Day!