Television is great, but you can't rub it on your face.
In 2006 the Seattle Seahawks went to their first Super Bowl. Ever. It was a big deal. And since Alaska Airlines had been a sponsor since their first season in 1976, they wanted to do something special.
The media was booked—Alaska Airlines had already purchased a spread in the Super Bowl edition of the Seattle Times. My partner, Matt McCain, and I had a few hours to concept. We locked ourselves in a room with a newspaper and began passing it back and forth, hoping it would provoke an idea. We quickly noticed the ink was rubbing off on our hands and we knew we had it.
The newspaper got a shout out on Creativity and picked up aSilver Lion at Cannes along with Bronze Clio. It was also featured in the Communication Arts Advertising Annual.