#HerArtHere: The Contest - United Airlines | Clapboard Ad Archive

United Airlines’ 2019 campaign #HerArtHere: The Contest leverages the airline’s platform during Women’s History Month to spotlight female artistic talent by inviting women artists across the United States to submit designs for a chance to have their artwork featured on one of United’s 757 aircraft. This campaign, operating within the travel and leisure market category, strategically aligns with United’s brand purpose of Connecting People. Uniting the World by transforming an aircraft into a moving canvas that celebrates diversity, empowerment, and community. The creative approach emphasizes FORMAT#10 ASSOCIATED USER IMAGERY, presenting authentic profiles of women creatives as aspirational figures, fostering emotional engagement and encouraging participation through a user-centric narrative rather than traditional storytelling or problem-solution frameworks. Winners of the contest collaborated with acclaimed artist Shantell Martin, whose signature style brought the selected artworks to life on a grand scale, reinforcing the airline’s commitment to supporting not only its customers and employees but the broader cultural landscape. By integrating social media platforms including Instagram, Twitter, TikTok, Facebook, and YouTube, United Airlines extended the campaign’s reach and amplified user interaction, turning the contest into a nationwide movement that elevated female artists’ visibility and creative contributions. The single film asset at the campaign’s core captures the aspirational spirit of these women artists and the transformative potential of the contest, highlighting the intersection of creativity and connectivity at the heart of United’s brand identity. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how a transport brand can authentically embrace cultural celebration and user participation to deepen brand equity and social relevance in a competitive market.