Roots and Air Canada make an extra long flight extra comfy.
January 21st is International Sweatpants Day. To celebrate the occasion our big idea brought two iconic Canadian brands together to make an extra long journey extra comfy. Roots and Air Canada surprised more than 250 consumers travelling from Vancouver, Canada to Melbourne, Australia — Air Canada’s longest international flight.
Each passenger received a pair of Roots Salt & Pepper sweatpants, to make the 16h 20m journey both comfortable and stylish.
What We Did: Creative Idea / Branding / Design / Video Production / Consumer Journey Mapping
We captured the entire activation and within hours had edited and uploaded a final video to ensure it was online first thing on International Sweatpants Day.
“L&L were partners from day one. Their proactive and collaborative approach allowed us to bring two iconic Canadian brands together in a short period of time. We were thrilled with the results and it was a true team effort every step of the way.”
— Karen Zuccala, Former Vice President Global Marketing
