CAMPAIGN > Copywriter/ Concept. For GSD&M, this ad is an example of how "writing" is just as much about editing—and stepping aside for the story. The branding challenge here was how to depict quirky Southwest Airlines as cultured and an integral supporter in the Arts scene. Ideas are really what it’s about. No matter what the medium—digital, social, tv, print—it’s the idea that carries it. This ad appeared in the Communication Arts Advertising Annual.