There was a point when all the giant airlines started charging for bags. Except one. Southwest Airlines. They refused to charge their customers the additional fees. It wouldn't be right. We took that policy decision, and turned it into a cause. The Bags Fly Free movement began. We got the employees to help. And boy did they. No matter what we threw at them, the Southwest employees rose to every occasion. Especially the baggage handlers. They became the stars of the advertising.

After all was said and done, our campaign garnered Southwest Airlines an uptick in market share of 3%. That translated to increased revenue of $900 million dollars. We were eventually awarded a gold Effie for our efforts. The first one in the history of the brand. It was a great honor.

Co-Creator and Writer : Clay Hudson    Director : The Hoffman Brothers