Air Canada
Boston Poutinerie
North America’s best airline, Air Canada, opened its fourth pop-up Poutinerie in Boston after it’s success in Seattle, Washington DC, and Denver. To raise awareness, the Poutinerie presented Bostonians unique poutines from some of the 200 Air Canada destinations, while also raising money for a local non-profit.
Out of Home Media
In addition to the poutinerie, the campaign focused on OOH to raise awareness. We focused on five of the best destinations to highlight using clever copywriting and show stopping imagery. We used the same framework from past campaigns, “From __ to ___”, while still connecting something uniquely Boston to one of the five places. We created billboards, transit cards, bus shelters and even bus wraps. These graphics had to be able to translate into many different sizes beyond OOH since they were also converted into online banner ads.
Paid Social Content
For the poutinerie, since it was only open for a limited time, we had to work quickly to target the audience on social media through paid content. We gathered assets from past poutineries before we can get our hands on any current images, then swapped them out in the next phase. We pushed out Facebook and Twitter paid ads, as well as Instagram story ads to quickly spread the word. Depending on the phase and timeline, messaging changed from awareness to giving back to the final call on poutine.
Credits
Executive Creative Director: Zach Goodwin
Associate Creative Director: Maggie Winter Gaudaen
Designer: Haeun Ro
