Room for the Mouse

There's a great thought left to us by Howard Gossage that states "Remember to always leave room for the mouse".

This work by Jet Blue does a good job in my opinion of keeping to Gossage's thinking.

It lets the consumer in to the conversation and leaves them to work out what it means in relation to Jet Blue.

I also like the fact that this wasn't just a pop up store initiative - I saw the advertising and brochure before I passed by the store this morning.

I'm sure the store doesn't open, which makes me like this even more for thinking of a store placement as a 3 dimensional poster.