Air Canada Campaign “You belong here” 

Background

Air Canada is doing their best to support people from all over the world to immigrate to Canada and to give those who do not have a chance. Air Canada,
as a global airline strives to incorporate economic, environmental, and social factors into everything it does. Many people around the world are living in
terrible conditions and might use their last money in the hope to live better. Air Canada is trying to reduce the pressure and support them not only financially,
but emotionally as well.

Insight
People are brave enough to come to Canada; however, they lose their confidence because of many obstacles, such as language, career experience, cultural
differences, and loneliness. According to LSIC data analysis, approximately 29% of immigrants reported emotional problems and 16% reported high levels
of stress at wave 3.

Idea
Throughout the campaign, we are bringing more attention to the problem with impactful headlines. By using the different blurred faces and using the
handwriting typeface, the ads show immigrants’ emotions that they feel lonely and are not welcome.


TypeWe used red color text to draw immediate attention, as red is known for its powerful, eye-catching qualities. It evokes a sense of urgency and importance, ensuring that key messages stand out. Additionally, the font is handwritten by us to reflect a personal and authentic touch. By incorporating a handwritten style, we wanted to emphasize creativity and individuality, giving the design a more personal connection with the audience.

Team:     
Kateryna Sheludko

Social Media Posts “You are part of the better future”

 Mootopia ︎