Air Canada - A Boy And Three Gifts

Air Canada - A Boy And Three Gifts

Through its Air Canada Foundation , established in 2012, Air Canada has done a world of good supporting hundreds of charities. It recently introduced a content marketing initiative to highlight one of these worthy projects, the Breakfast Club of Canada, in collaboration with Montreal-based ad agency Marketel.

“We thought the foundation was an under leveraged part of their business,” Marketel creative director Jo-Ann Munro told Marketing Magazine, Canada. “Hopefully it makes [consumers] feel good about the brand. It’s the hidden things it’s doing that it hasn’t been talking about.”

To that end, the agency worked with Air Canada develop its ‘A Boy and 3 Gifts’ campaign which tells the story of Trent, a young boy from the First Nations community of Anahim Lake, BC, who gets to meet and spend some time with is idol, Montreal Canadiens goalie and Breakfast Club Ambassador, Carey Price, who is also one of Anahim Lake’s home-town heroes.

This touching campaign documents Trent’s difficulties as a foster child, the challenges of his small community, and at the same time inspires. In this very human drama, we also see the joy of a child when his dreams are realised, and the happiness of his community when they get a chance to share their own gifts.

‘A Boy and 3 Gifts’ (video) has had more than 420,000 views since its March debut. It also features on Air Canada’s in-flight entertainment and is promoted on the airline’s social media channels.