2020 Winner

CASE SUMMARY

WestJet believes it’s not like other airlines. It would never herd people through an airport and into planes like cattle, a message shared in the “We Treat People Like People” spot by Rethink. In the minute-long commercial, the company shows its care for customers by ragging on other airlines that corral people like cattle and create angst by overbooking flights. It’s an all-too-familiar scene, until a bubbly couple walk straight through WestJet’s gate with a spring in their step after being treated like people, not cows in a money-making herd.

Credits

Executive Creative Director: Aaron Starkman, Christina Yu
Creative Director: Dhaval Bhatt, Mike Dubrick
Art Director: Loretta Lau
Writer: Mike Dubrick, Dhaval Bhatt
Strategy (mandatory): Sean McDonald. Hannah Newport
Broadcast Producer (in house): Anna Tricinci, Clair Galea
Production Company: Falca
Managing Partner/EP: Jeronimo Pellicer Hummelsheim
Director: Mark Zibert
Director of Photography: Mark Zibert, Eric Kaskens
Editor: Ross Birchall
Assistant Editor: Paula Hicks, Kerstin Juby
Line Producer: Marc Gallen
Post Production House: Saints Editorial
Executive Producer: Michelle Lee
Audio House: Vapor Music
Producer (Audio House): Lindsey Bates, Ted Rosnick
Engineer: Ryan Chalmers
Account Services: Amanda Dornan, Sara Lemmermeyer, Malcolm D'Souza

Special Effects:
VFX House: The Vanity
Executive Producer: Stephanie Pennington
Colourist: Andrew Exworth
Producer: Kayla Baxter
Lead VFX Artist: Sean Cochrane
VFX Artists: Naveen Srivastava, Kaelem Cahill, Michael Medeiros, Andres Farlow, Noah Matikainen
CG: Shed Inc

Executive Producer: Simon Dragland, Rita Popielak (Scouts Honour)
Art Director: Eric Kaskens (Alter Ego)
Music Rights Clearance: Francois Lachance