Spirit Airlines - "That’s the Spirit"

Copywriter: Lucas Chu / Art Director: Gemma Colome

OOH

Problem: Spirit is often criticized for what it doesn’t offer, instead of being recognized for its role as an affordable way to fly.

Insight: Being spontaneous is a key part of staying present and finding joy. But for many, cost is the biggest reason they hold back — with 38% saying money is the main thing stopping them from making impulsive travel decisions.

Solution: Spirit Airlines invites travelers to embrace the freedom of last-minute adventure. With low fares and just the essentials—maybe even just a bathing suit—explorers can go wherever the moment takes them.

Social

Digital

Experiential

Travelers can use the Spirit Last-Minute Exit app to back out of plans on short notice — with perfectly crafted excuses, so spontaneity doesn’t come with guilt.

And for those who really want to leave in a hurry, Spirit’s pop-up vending stations offer grab-and-go essentials like phone chargers, toiletries, and swimsuits — so you can head to the airport with nothing but your sense of adventure.