SPEC · AIR CANADA
Air Canada
Two directions. One makes the route and the flight the thing being advertised. The other gives someone who already has a ticket a reason to upgrade.
CATEGORY
Airline
OBJECTIVE
One brief, two jobs
RULE
No fares. No comfort claims.
Direction A
The brand play. No destination, no photo
An airline and a tourism board end up selling the same city, and the only thing the airline actually owns is the flight.
So Direction A drops the destination and the photo. Just the route and the flight number.
It's the ad you run when you want people to remember who flies there.
Direction B
The upgrade play. Cabin, time, reason to click
Direction B is for the person already holding a ticket.
One frame carries the route, the time, the cabin and a reason to click. It's built to move someone from the seat they booked to a better one.
No fares and no comfort claims. Thirteen hours does the selling.
WORK
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Two directions. One says out loud the other job people give a product at home. The other starts with the moment that sends someone shopping, then makes the product the answer.
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SPEC · FICTIONAL BRAND
POC Clear Aligners
A fictional brand built around one habit: hiding your smile so often you stop noticing. Three executions carry it from public, to personal, to alone.
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Self-initiated concepts and ideas, not commissioned by the brands shown.