OBJECTIVES

To create awareness that Air Canada is an airline of choice,
especially in its range of fares.

STRATEGY AND TACTICS

To get our “choice” message across, we thought about everyday choices people make all the time. Coffee instantly came to mind. Everyone takes it differently. So in our banner, we offer three different ways to take your coffee, from frills to no frills, each one corresponding to a different fare option. When the user makes his or her choice, a coffee cup drops out of the banner and the banner itself tilts to pour the coffee and add “frills” (if need be). The result: a banner that’s surprising, interactive and single-minded. Choice is good.