It’s getting chilly in London now, and by chilly we mean very, very cold with more cold to come.

For new client, Air Canada, J.Walter Thompson London is aiming to entice Londoners looking for warmer places to explore where it’s #coolnotcold with the airline. Its campaign is designed to position Air Canada as a truly global airline, one that doesn’t just fly to Canada, but offers a superior gateway to the Americas.

And to make sure that they get a grasp of Canada’s coolest attractions, JWT’s campaign leads with a pop-up poutinerie in London’s Shoreditch November 3 – 11. (A poutine is a Canadian traditional dish – essentially chips and cheese with add-ons – which originated in Quebec).

The menu, each item a worldly twist on the poutine, is based on 10 destinations Londoners can fly to, and all proceeds go to the Great Ormond Street Hospital.

The 10 dishes include Miami’s South Beach Pollo made up of corn-dusted fries, white cheese, pulled chicken and avocado and Halifax Downstream Poutine combining chips, Canadian lobster, cheese curds and shellfish gravy.

The full campaign includes out-of-home, programmatic display, press inserts and digital out-of-home in and around London and print adverts. Londoners will see digital lightboxes and banners from early November.

As well as experiencing a poutine, guests can take off on a virtual Air Canada flight through a virtual reality on-board experience at the poutinerie and enter an Instagram and Twitter competition to win Air Canada flights.

JWT Toronto collaborated with its London sibling, adding its deep understanding of local Canadian sentiment to JWT London’s on-the-ground London expertise, knowledge and creativity.

Andrew Edmonds, Air Canada manager business travel sales – UK, commented,

“The #CoolNotCold campaign is part of Air Canada’s new push to challenge what UK travellers think about the Americas in winter. We want to encourage everyone to explore what these fantastic destinations have to offer all year round.”
Lucas Peon, executive creative director at J. Walter Thompson London, noted, “It was vital that we show just how much fun there is to be had in Canada. #CCoolnot Cold allows us to do this in a clever but also sensorily inspiring way. ”