Situation:

The travel industry is under pressure. After years of losses, airlines are dealing with a massive surge in demand, amongst staffing challenges at every turn. As the country’s largest airline, Air Canada takes much of the criticism. But during the holidays, their role is more emotionally charged. As the ones flying families and loved ones to celebrate together, Air Canada has more opportunities to build goodwill with Canadians.

Brief:

Remind them of the transformative power of being together, and the magic of travel.

Objectives:

Create an emotionally impactful spot to connect with Canadians, particularly Air Canada non-users, and get them to feel positively about a brand they love to hate. Specifically:

● Above norm tracking of emotional responses (Warmth, togetherness)

● Increase Consideration

● Increase Closeness scores

● Cement position as an iconic Canadian brand

● Positive uplift in key customer care metric: Air Canada brings people together.

After carefully deliberating which iconic Canadian track to cover, while ensuring the lyrics effectively support the story, the team decided upon I Do It For You by Bryan Adams. Lyrically, emotionally, and structurally it perfectly told the campaign story. That being said, the goal was to pay homage to a classic Canadian icon, Bryan Adams, and shine a spotlight on a current Canadian icon, Charlotte Cardin, to create a nostalgic, yet innovative tone for the campaign.

As we try to adjust to a "new normal", we wanted to remind the audience of the importance of togetherness and family.