As a 30 year old brand, Air Miles was viewed as an old, quiet and dusty brand. People called it to your "grandparents' favourite loyalty program" and likened it to collecting coupons. In order to shift consumer perceptions and reinvigorate our corporate partner's confidence in the brand we gravitated towards an over-the-top, playful, and colourfully saturated environment. The setting is a seemingly never-ending fuselage of a plane that simultaneously feels retro -- an obvious nod to Air Miles' history and existing brand perceptions -- and contemporary cool. We retrofitted a plane and built a dream-like environment where anything can seemingly happen for anyone.