Government
· Campaign · Multilingual · Airports · In-flight
USDA: Pigs Don’t Fly
From
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
To
Pigs Don’t Fly
Client
USDA APHIS
USDA APHIS
Agency
Sage Communications
Sage Communications
My role
Creative direction
Creative direction
Years
2022–present
2022–present
Fig. 01
The campaign across 11 U.S. airports, 2025–26.
01
The gap
The gap
Government health messaging tends to sound like government health messaging. The people this campaign needed weren’t reading policy briefs. They were rushing through airports, with about three seconds between checking a phone and boarding.
Government health messaging tends to sound like government health messaging. The people this campaign needed weren’t reading policy briefs. They were rushing through airports, with about three seconds between checking a phone and boarding.
On one side
USDA APHIS, keeping out a swine disease that has never reached the U.S.
On one side
USDA APHIS, keeping out a swine disease that has never reached the U.S.
On the other
International travelers who had never heard of it, heading to their gate
On the other
International travelers who had never heard of it, heading to their gate
02
The translation
The translation
The idea that crossed
Humor instead of fear.
The idea that crossed
Humor instead of fear.
What we made
Out-of-home placements in 11 U.S. airports, from the mainland to Puerto Rico and the U.S. Virgin Islands
68 screens across Atlanta’s international terminal during the holiday travel peak
Short ads American Airlines and JetBlue passengers watch before the in-flight Wi-Fi connects
A World Cup edition for summer 2026: video, social, display and airport screens
Social media, digital display and connected TV
Video and radio
Children’s coloring books
Native-language creative in Spanish, French, Haitian French and Mandarin
A cartoon pig finds its way through an airport, and the campaign shows up where travelers already look: terminals, feeds, screens and radio. With the Sage team, we made it in Spanish, French, Haitian French and Mandarin from the start instead of translating it later.
The campaign is still running in 2026, and the pig keeps following travelers. Since 2025 it has moved onto baggage carousels, arrival corridors and customs lines in 11 airports, and then onto the plane: on American Airlines and JetBlue, it’s one of the short ads passengers watch before the Wi-Fi connects. For the 2026 World Cup, it put on a jersey. The scoreboard reads USA 01, ASF 00, with one instruction underneath: let’s keep it that way.
What we made
Out-of-home placements in 11 U.S. airports, from the mainland to Puerto Rico and the U.S. Virgin Islands
68 screens across Atlanta’s international terminal during the holiday travel peak
Short ads American Airlines and JetBlue passengers watch before the in-flight Wi-Fi connects
A World Cup edition for summer 2026: video, social, display and airport screens
Social media, digital display and connected TV
Video and radio
Children’s coloring books
Native-language creative in Spanish, French, Haitian French and Mandarin
A cartoon pig finds its way through an airport, and the campaign shows up where travelers already look: terminals, feeds, screens and radio. With the Sage team, we made it in Spanish, French, Haitian French and Mandarin from the start instead of translating it later.
The campaign is still running in 2026, and the pig keeps following travelers. Since 2025 it has moved onto baggage carousels, arrival corridors and customs lines in 11 airports, and then onto the plane: on American Airlines and JetBlue, it’s one of the short ads passengers watch before the Wi-Fi connects. For the 2026 World Cup, it put on a jersey. The scoreboard reads USA 01, ASF 00, with one instruction underneath: let’s keep it that way.
Fig. 02
The campaign in 16 seconds: four languages, the plane’s Wi-Fi, a baggage claim and the World Cup.
Fig. 02
The campaign in 16 seconds: four languages, the plane’s Wi-Fi, a baggage claim and the World Cup.
Fig. 03
One display ad in English, Spanish, French and Mandarin, 2026.
Fig. 03
One display ad in English, Spanish, French and Mandarin, 2026.
Fig. 04
The in-flight Wi-Fi portal, then the ad passengers watch before they connect, 2026.
Fig. 04
The in-flight Wi-Fi portal, then the ad passengers watch before they connect, 2026.
Fig. 05
A banner over the walkway to baggage claim and the customs exam, 2025.
Fig. 05
A banner over the walkway to baggage claim and the customs exam, 2025.
Fig. 06
An LED wall past immigration, 2025.
Fig. 06
An LED wall past immigration, 2025.
Fig. 07
A tension fabric display on the way to customs screening, 2025.
Fig. 07
A tension fabric display on the way to customs screening, 2025.
Fig. 08
The World Cup edition under the U.S. Customs and Border Protection sign, 2026.
Fig. 08
The World Cup edition under the U.S. Customs and Border Protection sign, 2026.
Fig. 09
Window clings along an international arrivals hall, read panel by panel, 2025.
Fig. 09
Window clings along an international arrivals hall, read panel by panel, 2025.
Fig. 10
The World Cup edition on a baggage-claim screen, 2026.
Fig. 10
The World Cup edition on a baggage-claim screen, 2026.
03
What happened
What happened
561M+
561M+
impressions
impressions
110M+
110M+
video views
video views
1.9M
1.9M
clicks
clicks
783,000+
783,000+
landing page visits
landing page visits
As of March 2026.
Recognition
2023
Platinum, Hermes Creative Awards
2022
Platinum, MarCom Awards
Good to know
African swine fever has never reached the United States. This campaign’s job is to keep it that way.
04
What I did
What I did
I’ve led creative direction on Pigs Don’t Fly at Sage since 2022. With the Sage team, we built the campaign around one tagline and one cartoon pig and made it multilingual from day one. The campaign is still running, and in 2025–26 I also directed the in-flight Wi-Fi ads and the World Cup edition.
I’ve led creative direction on Pigs Don’t Fly at Sage since 2022. With the Sage team, we built the campaign around one tagline and one cartoon pig and made it multilingual from day one. The campaign is still running, and in 2025–26 I also directed the in-flight Wi-Fi ads and the World Cup edition.
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