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Japan Airlines Boarding Pass

In todays social media saturated world it’s increasingly hard to get cut thru, so your campaigns have to be more and more creative. Burton and JAL have certainly achieved that, targeting a very particular market … Business class flyers heading to Tokyo, who snowboard.

The campaign comes with a microsite, and a video, albeit not quite an accurate depiction of how the campaign works (you have to pick the board up in Melbourne). Regardless, it’s a good story. 

It would be interesting to know what outcomes were desired, or achieved?  

Check out the microsite,, or watch the video: