AIRMILES Reward Program Campaign Harnesses the Power of Virtual Production

AIR MILES has leveraged a fully virtual environment, using the power of the Unreal Engine. One of the world’s most open and advanced 3D creation tool, this powerful technology is known for its capabilities in the gaming world and was used to develop custom scenes taking viewers across the country. 

Targeting a national audience with a multi-channel integrated campaign, a focus on efficiency was required to achieve successful ROI. "When you have a program like AIR MILES that can fit into anyone’s life in Canada, you want to show people what that can look like for them. Instead of travelling cross-country, we leaned on new virtual production capabilities.” comments Julie Martinson, creative director at Lifelong Crush. 

Matt Manhire, video director, further commented on the seasonal production challenges many Canadian brands face, “Virtual production was the right solution because we needed to shoot summer scenes in January. Controlling lighting on a creative level wouldn’t be possible like we’re doing now. We have total control indoors, comfortably and we’re getting all the shots we want done on time. That’s what it’s about, getting it done efficiently and on time, without compromising quality.” 

The AIR EVERYTHING campaign drives awareness of the expansive earning and redeeming opportunities available on everyday purchases. With five ways to earn Reward MilesTM, it's a reflection of the growing AIR MILES Reward Program's offering and their partner brands.  

“We’re revitalising, enhancing and revolutionising the collector experience with more choice and flexibility in the ways they can earn than ever before.” says Kat Carl-Musson, head, marketing, AIR MILES Reward Program “With amazing brands like Simons, ALO Yoga, and Walmart via airmilesshops.ca, and exciting new options like linking your Canadian-issued Mastercard to take advantage of exclusive Bonus Mile offers, there have never been more ways to earn Miles. We’re excited to follow up with more promotions and offerings that will help them maximise the value we deliver.”

Lifelong Crush partnered with the AIR MILES in-house creative team to develop the campaign. Media planned by Media Experts and AIR MILES’ in-house social team, and PR/influencer initiatives led by Pomp & Circumstance.