BORN TO FLY

On November 2, 2024, the Toronto Raptors retired Vince “Air Canada” Carter’s number, marking the first jersey retirement in franchise history. As the namesake behind his iconic nickname, Air Canada honoured the high-flying legend with a retirement ceremony that flew as high as he did. Instead of raising his number to rafters like most retirement ceremonies, we raised his number to the sky where it belonged.

The Raptors loved the campaign so much, they made it a part of their own retirement ceremony with on-court visuals and life-size stadium displays.

RECOGNITION:
CANNES
Shortlist - PR, Social & Influencer Marketing

ADC
Merit – Advertising Innovation, Out of Home

ONE SHOW
Shortlist – PR: Innovation, Use of Media
Shortlist – PR: Current Event Response
Shortlist – OOH: Innovation, Execution in OOH

THE MARKETING AWARDS
Silver – Influencer/Talent Marketing
Bronze – Ambient Advertising