ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Motion / Film / Animation
Annual ID
ADC102_MOT062M
About the Work
2022 was not an easy year for travel – as anyone who took a flight can attest to. Along with an incredible amount of pent-up demand, there were also a lot of nerves about the unknown.
As Canada’s leading airline, Air Canada was taking the brunt of the criticism about travel chaos, and operating in a deficit of emotional goodwill.
This led to an opportunity during the busy holiday season: Help Air Canada connect with Canadians on an emotional level and increase brand favourability after a chaotic year.
The best way to do that? Remind them what it is about travel that matters so much – the magic of being together.
Storytelling was our best tool to foster the emotional connections needed. We landed on a story about an iconic Canadian character, the loon, who was separated from his family and had to find his way back.
Bringing the story to life in a way that would resonate and help viewers fall in love with our loon led us to animation. We wanted our characters to be as life-like as possible, while having an element of charm. The real challenge was to make the baby loon walk and move like a real bird, while its eyes and head moved in a human-like way so viewers could relate to the character. They feel the loneliness when the baby loon is lost and the joy when he finds friendship in a tiny wooden duck.
The film was more than just a story about a baby loon and its journey home. It was a magical world that came to life, where the characters and the setting were intertwined, creating a breathtaking tale that resonated with audiences from coast to coast.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
FCB / Toronto
Client / Brand
Air Canada / Montréal
Production Company
Wonderlust Media
Music / Sound Production Company
Oso Audio / Toronto
Chief Creative Officer
Nancy Crimi-Lamanna
Creative Director
Daenen Bramberger
Director
Paolo Garcia
Executive Creative Director
Andrew MacPhee
Jeremiah McNama
Executive Producer
Christian Rankin
Natália Gouvea
Senior Art Director
Hussein Rumaithi
Senior Copywriter
Caleb McMullen
account director
Erin Brown-Vandecruys
Rose Noble
Animation House
Zombie Studio
Animation Rep
Hesty Reps
Chief strategy Officer
Shelley Brown
Director, Brand Strategy and Content Marketing
John Xydous
Manager, Brand Content Marketing
Annie Couture
Manager, Content Marketing
Maude Cadieux
Manager, Product Marketing Content
Pascale St-Amand
VP, Brand
Andrew Shibata
VP, Client Services Lead
Stephanie Page
VP, Head of Creative
Sylvain Dufresne
VP, Strategy
Shelagh Hartford
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