Watch vs See | MarkeTHINK zone

The Choice

This communication campaign is developed by ad agency “Courage” and it is really charming with its non-standard creative approach.

The campaign is for the the Canadian airline “Air Transat” and its creative approach is non-standard, because it’s using as a center of its key message one of the actual worldwide events – the World Cup 2026.

This communication campaign is not talking about:

the quality of the customer service during the flights;
the comfort and cabin experience;
and even not talking about loyalty rewards or safety.

And the communication campaign is not talking about it, because “Air Transat” has all of these competitive advantages and doesn’t even have to prove them.

But there is one thing the end consumers don’t know about this airline – that its roundtrip tickets to the countries, which take part in the World Cup 2026, are many times cheaper than the ticket for only one game at the World Cup.

So why don’t you go directly to the country of your favorite football team and explore its football culture on their own land for a price many times cheaper than the cost of one game ticket. Why watching one game, when you can see the whole country of the respective football team.

Respectively the key messages of the campaign are:

Watch Portugal – tickets at 3 870 dollars. See Portugal – roundtrip tickets starting at 799 dollars.
Watch England – tickets at 3 402 dollars. See England – roundtrip tickets starting at 779 dollars.
Watch Mexico – tickets at 3 563 dollars. See Mexico – roundtrip tickets starting at 429 dollars.

The key visuals compare directly these prices in minimalistic way, using clear messages on green and blue backgrounds crossed by the white trails of an airplane, starting first as white marks on football field .

And here are the key visuals.

Enjoy!