Atlantic Ocean Renamed ‘Canadien Ocean’ in Act of Patriotism

In a stunning turn of events, as of this morning, April 1st 2025, the Atlantic Ocean has been renamed the ‘Canadien Ocean’.

A move which will assuredly be recognised by official maps – seeing as precedent has already been set once this year – this bold transition will undoubtedly give the people of Canada exactly what they’ve been requesting for some time now. After all, what could be more important to a country’s infrastructure than having a new body of water named after it?

Well… that’s half the truth, at least. In true April Fools’ spirit, this cheeky decision has come directly from Canadian airline Air Transat, alongside its creative agency TBWA\Canada (in collaboration with Tam-Tam\TBWA), as part of the new ‘Fly Canadien’ campaign. Designed to inject the brand into the cultural conversation at a time when more and more people are leaning into a sense of national pride, this six-week initiative simultaneously sends a strong message, while reflecting the brand’s Montreal roots and growing transatlantic footprint.

“As a proudly Canadian airline, we fly between Canada and Europe up to 184 times a week,” explains Xavier Szwengler, vice president, marketing and loyalty at Air Transat. “Renaming the ocean gives us a chance to tap into a cultural moment, and get Ontarians to look twice at what makes our offering unique. Plus, with 37 years operating in Canada, we are thrilled to celebrate our Canadian, or rather, ‘Canadien’, heritage.”

Of course, bringing this stunt to life has not been the simplest of tasks. According to Adam Reeves, chief creative officer of TBWA\Canada, the speed of operation required to turn this around in a timely fashion, and the need to find the right tone for the occasion, have been real points of challenge leading up to the big day.

“From inception to execution, the process has been very fast and collaborative,” he says. “We’ve worked hand-in-hand with Air Transat to bring to life a campaign that reflects the patriotism of its passengers – the result of which feels right for the moment.”

Adding that in many ways, this work represents both TBWA\Canada and Air Transat wading into the waters of the discussion that started with the ‘Gulf of America’ debacle earlier this year, the CCO notes that across the board, this was a unanimously agreed upon response. “Together, we felt it was time for the Atlantic Ocean to be renamed, and thought ‘Canadien Ocean’ had a nice ring to it,” he continues. “Really, it feels right; this act perfectly embodies Air Transat, a modern Canadian company that flies across the ‘Canadien Ocean’ up to 184 times a week.”

As of today, Air Transat has officially completed its first-ever flight over the newly-designated ‘Canadien Ocean’, with passengers on board being treated to exclusive commemorative certificates. However, future travellers need not worry – over the coming weeks, those who take off with the airline (on relevant flights) will get to hear this new name via onboard announcements.

The creative doesn’t end there either. Taking the stunt a step further, the brand has launched a high-impact takeover of Toronto’s Sankofa Square (formerly Yonge-Dundas Square), wide-reaching digital and social amplification, as well as an official online petition urging the Canadian government to make this renaming official – inviting people to join in on the fun.

Adam emphasises that this aspect of the campaign is especially important, as it not only feels like the perfect way to highlight Air Transat’s commitment to national pride, but also engages the public in a unique and memorable way. “Changing the name of the Atlantic Ocean is an important act of patriotism,” he says. “So, we encourage our passengers, and all Canadians, to join in.”

While it’s yet to be seen how many people will rally to the cause, or whether this rebrand will truly prove to be long-lasting, one thing is for sure: ‘Fly Canadien’ serves as testament to the strength of marketing that comes when one blends tongue-in-cheek humour with this newfound Canadian ethos, thereby creating a campaign that will garner national attention for weeks to come.

But according to Eve Rémillard-Larose, CEO of TBWA\Canada, that’s exactly the point. Both for the brand and agency, what may initially appear like a simple April Fools’ marketing stunt is, and has always been far richer. “This is more than a campaign – it’s a statement of identity,” she finishes. “As a proud Quebecer, Air Transat has always held a special place in my heart, and I’m really excited by how TBWA\ Disruption® methodology will help deepen that connection with Quebecers and accelerate growth across Ontario. Keep your eyes on this space – ‘Fly Canadien’ is just the beginning.”