Southwest Airlines's new Fall advertising campaign—"Behind Every Seat is a Story, Behind Every Story is the Reason for Transfarency"—tells the real stories behind the airline’s low-fare leadership and takes on an emotional direction. It marks a new creative direction for the airline, highlighting the authentic and emotional reasons Southwest’s Customers travel. The campaign’s 175 stories (one for every seat on Southwest Airlines’ new Boeing 737 MAX 8 plane) will unveil across Southwest’s social platforms using #175Stories and live on the Hub, an online destination that takes customers inside the new plane to explore. There’s also an Adventure Giveaway scavenger hunt that will send fans running around ten Southwest cities for the opportunity to win a travel story of a lifetime. The 360-campaign will run on TV and be supported across digital, social media, radio and OOH.