The Best Digital OOH Award & Best Client-Direct Award, Air Transat's Win Back Sunlight

The Canadian Out-of-Home Awards 2024 winner for Best Digital OOH Award AND Best Client-Direct Award.
Campaign Details:
With the dreaded return to Normal time in November, Canadians see the effects of earlier darkness on their routine. This year, Air Transat, a challenger airline company, helped Canadians gain back this lost hour of sunlight by giving them a chance to win an all-inclusive trip to the Caribbean.
To make people aware of this, we broke the rules of a traditional promotion. We solely used social media with ads hinting a specific time and place in order to participate in the contest. Suddenly, sunlight-deprived participants had to scan a QR code appearing on a unique city billboard for only one hour (at exactly 2AM!), right after the clocks turn back in order to enter the contest and have a chance of enjoying the warmth and sun of the Caribbean.