2020 Winner

CASE SUMMARY

Many Canadians book their travel through websites that aggregate pricing and availability data. Believing that these algorithm-driven sites funnel travellers towards the same destinations, depriving them of unique experiences, Flight Centre wanted its expertise as a travel agency to shine. With Cossette, it created “Be Unbordered,” a spot calling attention to the travel experiences it tailors to people’s specific needs. The 140-second spot, with its incessant reminders to “please stay within your comfort zone,” would give any would-be traveller the heebie jeebies. Cossette designed the set to echo a blend of Soviet utilitarian and outdated luxury. Resort employees don matching pastel blue uniforms, robotic eyes and impossibly- white teeth, casting the experience in dystopian light. The commercial ends with the central characters escaping their monotonous vacation through a crumbling wall painted to resemble the surrounding resort, a scene created entirely in post- production.

Credits

Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi, Carlos Moreno
Associate Creative Director/AD: Spencer Dingle
Associate Creative Director/CW: Jordan Hamer
Group Creative Director, Head of Design: Luis Coderque
Agency Producer: Erica Metcalfe
SVP, Strategy: Rosie Gentile
Strategy, Director: Geoff Gingerich
Strategist: Michael Szego
Account Director: Dianne Kim
VP, Client Lead: Anabella Mandel
SVP, Client Service Director: Janis Lindenbergs
Production House: Partners Film
Director: Joachim Back
Director of Photography: Sebastian Blenkov
Executive Producer: Gigi Realini
Line Producer: Lola Ramirez
Editing House: Married to Giants
Editor: Raj Ramnauth
Colour/Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: Rodeo VFX
VFX Artist: Jiri Kilevnik
Casting House: Hammond Cox Casting
Casting Director(s): Thom Hammond, Michael Cox
Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper
Music Licensing: Music Rights Clearance

Media Company: OMD Canada
Business Director: Laura Lewandowski
Associate Director of Strategy: Alex Buckby
Strategist: Eric Cheung

Client: Flight Centre Travel Group (Canada) Inc.
EVP, Retail Division: Gavin Miller
Head of Marketing: Aaron Stubbings
Brand Leader: Michelle Suggett
Content & Creative Director: Karina Gill
VP, Corporate Communications & CSR: Allison Wallace