SOUTHWEST AIRLINES -
“Just wing it”
AD: GRIFFITH POOL AND ANNIKA JOHNSON
CW: Forrest Mesina
There are a million reasons to tell yourself not to take the trip.
Work is busy. Money is tight. And the group chat still can’t agree on where to go. But the best vacations don’t always come from perfectly planned itineraries.
Sometimes, they happen when you stop overthinking, book the flight, and see where the trip takes you.
Sometimes, the best way to get away is to just go, so Southwest is giving people permission to stop overplanning and just wing it.
We gave a decommissioned Southwest plane one last trip; turning it into a cocktail bar touring the country’s biggest music festivals and landing wherever Gen Z already is.
The menu spotlights cocktails created at award-winning bars across Southwest destinations. Turning the plane that can’t fly anymore into the thing that gets you flying. Ending at Framework in the Desert, an annual music festival held inside an airplane hangar.
Start Winging it
BOOK180 spring 2026 Best of Semester Award - EXPERIENCE
GOVERNORS BALL - NYC
LOLLAPALOOZA - CHI
BONNAROO - TN
AUSTIN CITY LIMITS - ATX
Inside The Plane
OOH
Targeted paid ads will appear in people’s feeds, continuing to dare them to just wing it, book the flight, and go.
SOCIAL
The plane tour turns Just Wing It into a shareable, real-world experience designed to generate UGC. As the plane pops up in unexpected places, we’ll encourage people to capture and share their encounters, then cross-post the best moments across social.
