Can you imagine Christmas without your loved ones and without the chance of building new, sweet memories together? Sadly, for many of us, this wasn’t (and probably isn’t) just a fictitious situation — because of the pandemic, many people were unable to travel to be together with their families. Despite the fact that the virus has been keeping us away from each other for most of the past two years, making us feel like being trapped in a bubble, our will to reconnect has also been growing stronger and stronger.
Air Canada celebrates the festive season with a moving story that shares a message of togetherness. Designed with the help of FCB Canada, the “‘Tis the Season to Believe” campaign communicates with Canadian travelers in a very emotional way, the brand hoping to strengthen its relationship with the audience that’s been pretty much deprived of the joy of traveling in the last years.
“This year’s holiday brand spot, ‘Tis the Season to Believe, was inspired by the universally shared experiences and emotions felt over the course of the pandemic. But this piece is also inspired by the resilience and power of love and determination that has brought us back together,” explains Andy Shibata, Vice President, Brand, Air Canada. “Slowly but surely, family and friends have been able to safely reunite and share beautiful moments together again, and we feel very fortunate to play a small part in their journeys back to one another.”
At the heart of the campaign lies a short video for which the creatives blended live-action with stop-motion animation. Designed with FCB Canada and with the help of Stoopid Buddy Stoodios (best known for their Emmy-winning series, Robot Chicken on Adult Swim, currently in its 11th season), and acoustically accompanied by the music of two Canadian artists, Forest Blakk and Coeur de pirate, the spot depicts an Air Canada employee — played by a real Air Canada pilot — gifting her son a snow globe.
Under the power of the kid’s imagination and placed near a “sand” globe, the life inside both decorative elements comes to life. The inhabitant of the snow globe meets his neighbor, who lives on the other side of the glass wall, in a sunny globe. Despite being trapped in different ornaments, they develop feelings for each other, looking forward to the moment when they will hold each other.
But will they be able to hold hands and get together anytime soon? Is Air Canada’s story one with a happy ending? The answer lies in the video below!
Credits:
Client: Air Canada
Agency: FCB Canada