Alaska Airlines has injected a bit of fun into its new safety briefing, sprinkled with a pinch of nostalgia, with the North American airline reviving the Men Without Hats classic, ‘Safety Dance’.
Alongside convincing people to fly across a continent hit tremendously hard by the coronavirus comes the need to convince them that, when the time is right, it is safe to do so.
Instead of presenting this message in a straightforward format, Alaska Airlines has turned what could have been a run-of-the-mill explainer into a fun, memorable campaign that aims to inform consumers on what policies it has put in place to ensure they are safe from infection when they fly.
It’s up for debate as to whether this form of safety briefing is more digestible than your standard one, but it sure is engaging and makes for great entertainment, even if it may be slightly corny and just a little bit cringeworthy.
Alaska Safety Dance was directed by Warren Fu who is known for his work with artists that include Dua Lipa, The Weeknd, Daft Punk and HAIM. The video was choreographed by Anna Matuszewski, who is known for her work with Macklemore.
“It was refreshing to work on a project with some much needed levity after such a challenging year,” Fu said in a statement.
“You can highlight the importance of safety and still have fun with it. I hope the uplifting energy and enthusiasm showcased by our Alaska Airlines employee talent brings a smile to people’s faces.”
The faces behind the masks are Alaska Airlines’ very own staff.
The airline explained that employees were chosen for the video in a variety of ways, including a few from its Alaska Flight Attendant Drill Team—who dance through the streets of Seattle for the Torchlight Parade and other events around the country to represent the company.
Others were chosen based on workgroups, ability and willingness to dance, and leader nominations.
To prepare, Alaska’s employees were given videos of the choreography in advance and asked to practice at home prior to arriving on set.
“I’ve never danced before in my life,” Michael, a ground service agent at Horizon Air, said in a statement. “I focused on working hard at rehearsal and doing my best to keep up. I kept practicing the moves in order to successfully pull this all off.”
The day prior to filming, employees did a full eight-hour dress rehearsal where the group perfected the moves with the choreographer.
Filmed over two full days in Alaska’s Boeing cabin trainer and the Alaska Maintenance Hangar in Seattle, Alaska said that employees did a phenomenal job showcasing its safety measures in a memorable way.
A production crew of approximately 40 people followed strict safety measures including everyone being COVID tested, masks had to be worn at all times and onsite COVID compliance officers made sure everyone was keeping safety top of mind.
“From the director, to the choreography, the cameras, the music, makeup and hair artists and so on it was like being on the set of a movie,” Natalie, a Horizon Air flight attendant in Seattle, who also starred in the video, said in a statement.
“Everyday was filled with excitement and anticipation. It was very professional, well organised and definitely on my top 10 things in life that I have been a part of.”
“It was such an honour to be part of this campaign,” Orly, an Alaska flight attendant, who was in the video, said. “I have so much pride in this company and it was amazing to get to represent Alaska.”
Please login with linkedin to commentAlaska Airlines
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]