Conceptual Campaign

Air Canada

The "Discover the World, Discover Yourself" campaign is centered around the transformative power of travel. It emphasizes the idea that exploring new destinations not only broadens one's horizons but also leads to personal growth and self-discovery.

Concept

The campaign seeks to differentiate Air Canada from competitors, build brand loyalty, and inspire travelers to choose Air Canada for their transformative journeys.

Objective

DANIEL ESCOBAR ©2023

A neon sign of a flying saucer spaceship with a glowing rim and a transparent central section, glowing in yellow and pink hues.
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An Air Canada travel magazine with an underwater scene of a woman swimming and a plane flying above her, with the text "Discover the World" and "Discover Yourself".

Young professionals, Gen Z and Millennial adventurers, solo travelers, luxury seekers, and international students. Designed for those who view travel as a path to self-discovery, the campaign inspires exploration while positioning Air Canada as the bridge between personal growth and global experiences.

Target Market

A digital billboard displaying an Air Canada advertisement featuring a hiker walking on a mountain trail with a plane flying in the sky above. The text reads 'Discover the World' and 'Discover Yourself.' The billboard is in a modern, dark interior space with black textured walls and overhead lighting, and an exit sign is visible in the upper right corner.

The heart of this project lies in the transformative power of travel—how exploring the world is also a journey of self-discovery. Discover the World, Discover Yourself is more than a campaign; it’s an invitation to step out of your comfort zone, embrace new cultures, and find pieces of yourself in every destination. Through Air Canada, travel becomes a gateway to growth, identity, and unforgettable experiences.

Main Message

Large billboard in city with a person standing on rocks with arms outstretched and a plane flying overhead, displaying the message "Discover the World, Discover Yourself" for Air Canada at night.

Visionary

Empowering

Canadian

Brand’s Voice

Three mobile screens showcasing Air Canada travel advertisements with outdoor adventure images, colorful borders, and the Air Canada logo.

Air Canada will promote a custom filter on Instagram and Snapchat, encouraging users to share their adventures. Through contests and hashtags, the campaign aims to connect with travelers and inspire exploration with the airline.

Digital Marketing

A collage of five travel-themed images. The largest image on the left shows a person standing on rocky terrain with arms outstretched, surrounded by mist and aircraft flying overhead, with the text 'Discover the World, Discover Yourself.' The top right image shows a person with a backpack walking on a mountain trail under a cloudy sky, with two airplanes flying above, and the text 'Discover the World' and 'Discover Yourself.' The bottom right image has a person in a yellow jacket standing on rocks overlooking mountains and clouds with the text 'Discover the World' and 'Discover Yourself.' The middle bottom image shows a woman swimming underwater with the Air Canada logo. The bottom second from the right depicts a person with a backpack walking on a dirt trail through green hills, with the Air Canada logo and similar text.

Disover the World, Discover Yourself