aeroplan
humanizing a complex business
aeroplan | behind your plan
The TV spot that launched a new Aeroplan signature, brand voice and archetype. Focusing on member journeys and moments of connection was a departure from previous retail communications.
art director | Jean-Simon Charland
creative director | Louis-Hugo Marchand
director | Guillaume de Fontenay
aeroplan | print
In addition to featuring fictional member plans, we were able to publish real stories from real members for the first time when we launched the Behind Your Plan campaign. All we had to do was ask: members were thrilled to see their own photography and experiences in ads.
aeroplan | ooh
aeroplan | milestones
A surprise & delight endeavor, the Milestones project won Gold for Consumer Services in the 2013 CMA Awards. We delivered 660,000 customized emails to Aeroplan members, charting their individual travel journeys and providing an interactive scrapbooking map for them to populate with photos.
art director | Charles Fortier
creative director | Thomas Nelligan
aeroplan | brand guide
Setting such an in-depth tone required hours of writing, research, discussion and analysis. Aeroplan’s evolution towards a companion archetype involved rethinking every aspect of the brand, and the ensuing brand bible took no less than a year to create.
aeroplan | brand guide
