Sustainable Aviation Fuel (SAF): “A clean, low-carbon substitute for fossil jet fuels derived from waste feedstocks.”

United Airlines knew that SAF was (and is!) hugely important to the future of sustainable aviation, and to aviation’s impact on the planet by reducing greenhouse gas emissions. And it turns out… “waste feedstocks” in human speak is GARBAGE.

So… that gave us an idea. What if we hired the pre-eminent expert on trash to help EVERYONE see it’s true potential?

Introducing United’s first-ever Chief Trash Officer: Oscar the Grouch.


The Drum Awards - Winner Creativity for Good
Campaign BIG Awards - Winner Travel & Hospitality
Anthem Awards Finalist
Cresta Award - Social Impact Finalist
Act Responsible CARE Award - Finalist (Only representative from the U.S.! )
Gerety Awards - Finalist

And here’s the full-length films, which ran on a United seatback screen near you.

Some delightful prop details from set. We really wrote a whole newspaper called The Com-Post.

PART 2:

Agency Creative Credits 72LA:
Creative Directors: Tim Howman, myself
Art Director: Tessa Memmott
Writer: Emily Rhodes
ECD: Lauren Smith
CCO: Matt Murphy