CUPE Air Canada
The AFL wanted to remind the public of Danielle Smith’s broken promises and all the money she wasted along the way.
Role
Graphic Designer
Animator
Production Artist
Agency
Point Blank
Client
CUPE Air Canada
Date
August 2025
Point blank had planned a two-phased approach to tackling Air Canada’s unfair employee pay. After I help build out phase one, they brought me in to spearhead phase two with their creative team.
Working from a moodboard compiled by art director Vivian Tang, I put together a visual style for the campaign that would translate to many different assets.
The deliverables consisted of online and in-person advertisements, a website, animated video assets, and podcast covers among other smaller tasks. All of these pieces had to be designed in both English and French so we could reach the entire country.
To see the final video and learn more about the strategy behind this campaign, visit Point Blank’s project page linked below!
Campaign Asset Development
A core component of the campaign was three podcast episodes that highlighted the issues employees were facing. I created a collage that would represent each podcast throughout the collateral and reinforce the brand at every touch point.
UnPAID
Unfair
UnCANADIANBanner Ads: Set 1
I made two distinct visuals for the brand. One was moodier with black and white photography which I built the first set of ads to match.
Banner Ads: Set 2
The other visual style uses the bold red that people visualize when thinking of Air Canada and pairs it with the collage elements developed for the podcast covers.
Meta Ads
The meta ads were extensive and touched on the podcasts as well as the broader message. The wide reach of online ads allowed us to experiment with a variety of messaging and keep the campaign top of mind.
Digital Out Of Home Ads
The advert component of this campaign was extensive. It included several sizes of outdoor billboards with the goal of driving people to the website where they can send an email to their MP. These needed to have quick messaging and stamp the brand in peoples’ minds to spot later.
Indoor Transit Ads
Similar to the billboards, the transit ads drove to the website and needed to be eye-catching. I tried a few added visual angles to further the reach.
Website Design
While the form had to stay above the fold, the rest of the web design was flexible. Using the assets of torn paper, texture, and bold contrasting colours, I laid out an easy to understand page that emphasizes the call to action—Write in and tell your MPs how unfair Air Canada is!
Learning Outcomes
Working with the Point Blank team was great and the project went very smoothly despite the plethora of assets and quick turnaround.