We were asked to promote KLM Airlines’ new direct flight from Amsterdam to Miami. The challenging part about this assignment was that we had to come up with a headline while still following KLM’s strict brand guidelines. The campaign included newspaper ads in the Miami Herald as well of out-of-home advertising with taxi wraps, taxi drops, and decorated bikes. We came up with the headline “Let’s be direct. Amsterdam just got closer,” emphasizing the fact that traveling from Miami to Amsterdam just got a whole lot easier.