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Air Miles Shows 'It's All Gravy' in Campaign from Broken Heart Love Affair

Creative 149 Add to collection

Joachim Back directs slick new spot as Air Miles launches transformed brand identity

Air Miles Shows 'It's All Gravy' in Campaign from Broken Heart Love Affair

Today, AIR MILES has launched a series of new programme enhancements set against the backdrop of a transformed brand identity. At the core of AIR MILES new look and feel is a modern take on its iconic logo, alongside our new tagline 'It’s all gravy'. This tagline encapsulates what AIR MILES and its partners offer – that little bit extra; the gravy on top. With AIR MILES, you’ll get on board for a life of all the extras and Canada’s most recognised loyalty program is debuting this new approach while providing its Collectors with more redemption benefits, more ways to earn, and more opportunities to take part in promotions to help make their dreams come true. 

To celebrate the beginning of the new brand, AIR MILES is launching a national marketing campaign created by Broken Heart Love Affair that will excite Canadians, reengage collectors, and inspire non-collectors to get involved. Launched today, the advertising campaign will be executed in TV, out of home, PR, social, experiential, influencer and digital channels.  

The focal point of the brand relaunch is a film spot that invites viewers to join AIR MILES on a journey through a magical, whimsical world that contextualizes 'It’s all gravy' by reminding us of all life’s little extras that are possible with AIR MILES. It’s a world where anything can happen, and does, just like the world that Canadians experience when they become AIR MILES collectors.

In developing the new brand identity, AIR MILES solicited feedback from its most engaged Collectors to help better represent the direction in which the programme is headed.

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AGENCY

AGENCY: Broken Heart Love Affair

EXECUTIVE CREATIVE DIRECTORS: Carlos Moreno, Denise Rossetto, Todd Mackie

STRATEGY: Jay Chaney

AGENCY TEAM: Cass Farry, Maegan Thomas

AGENCY PRODUCER: Erica Metcalfe


CLIENT

CLIENT: AIR MILES

SVP, COLLECTOR EXPERIENCE & MARKETING: Rachel MacQueen

AVP, BRAND AFFINITY: Dave Theodoropoulos

DIRECTOR, BRAND CONTENT & COMMUNICATIONS: Kevin Galbraith

AD, BRAND ACTIVATION & SPONSORSHIP: Georgina Terzis

AD, CREATIVE SUPERVISOR, ART: Adam Martin

ASSOCIATE CREATIVE DIRECTOR, COPY: Judith Gannon

MANAGER, PROOFING AND TRANSLATION: Audrey Harvey

MARKETING SPECIALIST, BRAND ACTIVATION & SPONSORSHIP: Kristen Laframboise


ACTIVATION AGENCY

AGENCY: Lifelong Crush

ART DIRECTOR: Yan Li

COPYWRITER: Sasha Downer

PROJECT MANAGERS: Carlos Game, Sweetha Mahendran


FRENCH

FRENCH AGENCY: The French Shop


MEDIA

MEDIA AGENCY: Media Experts


PR & SOCIAL

PR AGENCY: Ogilvy


XM

XM AGENCY: Fuse Creative


PRODUCTION

PRODUCTION COMPANY: Partners Film Inc.

DIRECTOR: Joachim Back

EXECUTIVE PRODUCERS: Gigi Realini, Aerin Barnes

LINE PRODUCER: Thomas Martin

DIRECTOR OF PHOTOGRAPHY: Jan Velicky

PRODUCTION SERVICE CO: Icon FIlms

PRODUCTION DESIGNER: Alexei Karaghiaur


EDITING

EDITORIAL: Saints Editorial

EXECUTIVE PRODUCER: Michelle Lee

EDITOR: Mark Paiva


COLOUR

COLOUR: Alter Ego

COLOURIST: Wade Odlum


VFX

VFX AND FINISHING: Darling VFX

VFX ARTIST: Paul Binney


AUDIO

AUDIO HOUSE: Oso Audio

CREATIVE DIRECTOR: Daenen Bramberger

EXECUTIVE PRODUCER: Jane Heath


PHOTOGRAPHY

PHOTOGRAPHER: Dragomir Spasov

RETOUCHER: Alex Knabenschuh

Genres: Comedy

Categories: Airlines, Travel

Broken Heart Love Affair, Thu, 07 Oct 2021 13:45:13 GMT