The agency created pylons that were similar in size, colour and shape to traditional security cones, which are an iconic and universal way of calling attention to one’s immediate surroundings. On these branded cones, an arrow points skyward and a text reads “People working above; on 25 flights a day to Toronto/ Montréal,” depending on the stunt city. The communication is to-the-point and clear: Air Canada is working to serve passengers on these business-friendly routes.

While the exact exposure level of an outdoor campaign of this kind is impossible to measure, the cones were distributed in areas with tens of thousands of employees working in the surrounding vicinity; the very nature of the cones ensures high levels of visibility.