J. Walter Thompson London

Air Canada


#CoolNotCold Campaign

The #CoolNotCold campaign for Air Canada was created to inspire Londoners to travel to ‘cool not cold’ destinations in the Americas this winter.

The campaign is designed to position Air Canada as a truly global airline - one that doesn’t just fly to Canada, but offers a superior gateway to the Americas. With its modern fleet, network of flight connections through the Toronto hub and ranking as North America’s leading airline, Air Canada is looking to bring its message to the world stage.

Through its network JWT London, working on its first campaign for the airline, and JWT Toronto collaborated closely to help Air Canada realise this global ambition by bringing together a deep understanding of local Canadian sentiment and on-the-ground London expertise, knowledge and creativity, building an innovative brand and cultural experience.

The integrated marketing campaign spans digital out-of-home, programmatic display, press inserts, digital lightboxes and banners and most excitingly, included a pop-up Poutinerie in London’s Shoreditch from 3rd – 11th November 2017.

Giving guests a taste of 10 destinations they can fly to with the airline, the Air Canada Poutinerie offered worldly twists on the iconic Canadian dish Poutine - all proceeds were donated to the Great Ormond Street Hospital. The 10 dishes included Miami’s South Beach Pollo made up of corn-dusted fries, white cheese, pulled chicken and avocado and Halifax Downstream Poutine combining chips, Canadian lobster, cheese curds and shellfish gravy.

In addition to enjoying the delicious Poutine, guests were able to virtually "take off" on an Air Canada flight through a virtual reality on-board experience at the Poutinerie and enter an Instagram and Twitter competition to win Air Canada flights. Two Economy Class return flights were on offer every day to any destination Air Canada flies to within its network of over 200 #CoolNotCold destinations on six continents.

All guests needed to do was post a picture of their Poutine from the pop-up on Instagram or Twitter with the hashtag #CoolNotCold, tagging @aircanada.



Our Pop-up Poutinerie in Shoreditch
more work