AIR MILES Detour

AIR MILES took their love of music to new heights – literally – when we launched their DETOUR music program with a live performance from 1000ft. 

Toronto band Robbie and Matthew performed from the CN Tower EdgeWalk, announcing the nation-wide contest to bring Grammy award winning artist Meghan Trainor to a small Canadian town – and the ability for a lucky Canadian band or artist to open for her. 

Five music-loving towns were chosen to battle for the win. We amped up their excitement town-wide with pep rallies and armed them all with the instruments they needed to get the rest of Canada’s votes. A digital game toured AIR MILES Partners across Canada to encourage people to vote, and it all culminated with AIR MILES throwing a big-city festival in the small town that won - Port Hawkesbury Nova Scotia. 

This year-long adventure to bring a global music artist to a quaint Canadian town truly was a detour from the expected for AIR MILES. 

Jessica Tobin: Writer/Concept
Noel Naguiat: Art Director
Mark Harrison: Creative Director
Graham Lee: Chief Creative Officer