SOUthwest airlines
Switching to Assigned Seating was a huge moment for Southwest. The only problem? Everyone else got there first.
So we embraced it. Leaning into the tension between “beloved by some” and “pure chaos to others,” we made the change with humor and radical self-awareness, announcing it like a historic breakthrough and sending off open seating with a dramatic Super Bowl farewell.
What could’ve been an email became a cultural moment, designed to travel online, where the chaos already lived.
