FCB Montreal

Brand: Air Canada

Year: 2024

Air Canada, the country’s flagship carrier and largest provider of cross-border services between Canada and the U.S., partnered with FCB to launch a bold new campaign across multiple American states. The goal: remind travelers that Air Canada is more than just a Canadian airline — it’s a global gateway.

Research showed that many U.S. travelers overlook Air Canada when booking international flights, unaware that the airline’s hubs in Toronto, Montréal, and Vancouver connect directly to destinations across Europe, Asia, and beyond.

We tackled this perception head-on with striking visuals featuring the iconic Air Canada roundel hovering above some of the world’s most recognizable landmarks from Paris to Tokyo, symbolizing the brand’s worldwide reach and inviting travelers to see Air Canada as their link to over 180 destinations around the globe.

The campaign launched in 32 major U.S. cities, with more than 2,000 digital billboards and supported by a robust digital rollout that included Uber Journey ads, high-impact display units, video replays, and customized online content, ensuring the message reached travelers wherever their journeys began.

We took the Air Canada message to new heights — quite literally — to show travelers the world from a new perspective.