TL;DR

Xfinity had built a reputation for holiday campaigns consumers looked forward to year after year. But after The Aviators was developed for the holidays, budgetary restrictions forced the campaign to move to May.

We had to rethink the launch strategy without losing the emotional power of the work. So we turned The Aviators into a Military Appreciation Month moment, led by award-winning director Kathryn Bigelow.

The result: a culturally relevant campaign that drove above-benchmark performance & earned a Webby Award.

THE PROBLEM

Sometimes connectivity makes the difference between remembering a moment & making it happen.

Xfinity's next-generation 10G network wasn't just about faster internet. It was about what that connectivity makes possible.

So rather than make the technology the story, we'd use the technology to unlock a deeply human moment that otherwise couldn't happen.

When technology gets out of the way, connection becomes the story.

THE STRATEGY

“CONNECTION MAKES IT POSSIBLE”

Sometimes connectivity can make the difference between remembering a moment & making it happen.

Xfinity's next-generation 10G network isn't just about faster internet. It's about what that connectivity makes possible.

So rather than talk about the technology itself, we'd use it to unlock a deeply human moment that otherwise couldn't happen. 

When technology gets out of the way, connection becomes the story.

THE CONNECTION

Some memories are too important to leave in the past.

We leaned into a real team member’s personal experience with family & VR to uncover a powerful truth: technology can now help us relive experiences that once felt lost to time.

We found a group of former Air Force pilots who wanted to reconnect with a formative part of their lives: flying together.

With award-winning director Kathryn Bigelow, we brought their story to life through a long-form film & social-first content, showing how Xfinity’s powerful network could help them experience something they thought they’d left behind.

Then we built a launch moment worthy of the story. We tapped into Comcast’s broader portfolio to bring the campaign into culture through a TODAY show segment, employee programs, a first-of-its-kind military discount, The Kelly Clarkson Show, American Ninja Warrior, Peacock, WWE & multiple NASCAR activations.

We didn’t just move the launch date. We found a new cultural reason for the campaign to exist.

THE IMPACT

• Above-benchmark views for the long-form film on YouTube

• Above-benchmark performance across social platforms

• Outsized earned media coverage

People didn't just see the campaign. They talked about it, engaged with it & experienced the power of connection for themselves.

THE RECOGNITION

A Webby.