2025 Winner

Air Canada disconnected from the Toronto Raptors when the airline lost naming rights to the team’s home stadium after 19 years. But “Born to Fly” aimed to reclaim that connection. When the Raptors retired their first jersey ever for Vince “Air Canada” Carter, Air Canada created a custom aircraft that featured Carter’s number, signature and iconic dunking silhouette. Carter himself was on hand to witness the inaugural flight, and the plane remains part of the fleet. OOH covered Toronto’s Yonge & Dundas Square and a stadium takeover at the game honoured Carter’s legacy. The campaign resulted in $55.8M in earned media.

Credits

Client: Air Canada
VP, Brand: Andrew Shibata
Director, Sponsorship Marketing: Martine Boulerice
Manager, Sponsorship Marketing: Kim Desrochers
Director, Customer Comms: Madeline Long-Duke
Director, Brand Strategy and Content Marketing: John Xydous
Sr Manager, Content Marketing: Pascale St-Amand
Content Marketing Manager: Alexia Quilez
Sr Manager, Content Production: Bailey Stead
Photography: Celian Genier
Videographer & editor: Lucca Carvalho De Lima Silva, Mike Chantaj
Manager, Social Media: Jenifer Yu
Manager, Social Media Operations: Samantha Etane
Social Content and Community Manager: Jenna Hum
CD: Dzeneta Zunic
Creative Studio Lead: Bettina Carating
Sr Manager, Creative Studio Ops & Dsgn: Lucinda Hancock
Graphic Designers: Dan Colosimo, Rachel Solakis, Anastasiia Sheciakova
Manager, Brand & Corp Events: Benjamin Trattner
Agency: FCB
CCO: Nancy Crimi-Lamanna
ECD: Jeremiah McNama
ACD, Copywriter: Coleman Mallery
Sr Art Director: Sanna Kula
IP: Stephanie Springett
Retoucher: Carly Bright & Marcell Faucher
VP, Content Lead: Ravi Singh
GAD: Rose Noble
Account Supervisor: Joe Aparna & Tyler Huntley-Doherty
CSO: Shelley Brown
VP Strategy: Shelagh Hartford
Strategy Director: Allison Lochhead
MLSE:
SVP, Global Partnerships: Jordan Vader
Director, Global Partnerships: Dave Sheedy
Account Manager, Global Partnerships: Sehaj Bhachu
Digital Strategist, Global Partnerships: Daniel Meneley
Manager, Media and Project Management: Graham Latchford
Sr Director, Partnership Marketing: Kimberlee Welch
Director, Commercial Strategy: Morgan Todd
Manager, Strategy, Commercial Marketing: Nick Ardito
SVP, Communications: Dave Haggith
Manager, Corporate Communications: Victoria Malisani
Sr Director, Strategy & Growth Marketing: Terri Mattuci
Sr Manager, Strategy & Growth Marketing: Taylor Mansillo
Digital Strategy Manager: Gabriella Cook
Digital Content Manager, Toronto Raptors: Samantha Skeen
Public Relations: Weber Shandwick Canada
Offline Media: Initiative
Online Media: ACMD