Campaign Canada: Flair Airlines Rebrands With an Immersive Art Exhibit

The photography-led campaign offers an intimate glimpse into the world of air travel.

Who: Flair Airlines for strategy and creative; Connelly Partners for creative and execution; Wildfire for event production and logistics; Fladgate Brand Management for print production and installation; National Geographic explorer, and photographer, Mackenzie Calle for photography.

What: “FlairFWD,” a two-week photography exhibit that intimately showcases the behind-the-scenes choreography of aviation. The intention is to renew and remind consumers of Flair’s mission to provide affordable air travel that connects Canadians to the people and experiences they love.

When & Where: The exhibit ran April 12–13 for the public in a vacant Gastown space in Vancouver, following a private event for stakeholders and staff. FlairFWD is set to travel to other Canadian cities where the airline has major hubs.

Why: The activation is intended to demonstrate a shift towards a more emotional way of connecting the airline with potential passengers. 

“FlairFWD was designed to signal a new era for Flair—one defined by confidence, clarity, and momentum,” said Patrick Smith, creative director at Flair Airlines. “Using award-winning photographer Mackenzie Calle’s distinct and beautiful imagery, we captured the essence of a brand on the rise. This was a Flair-led creative vision, brought to life with the support of Connelly Partners and Wildfire Events, who helped execute and implement the initiative with precision and energy.”

How: The campaign was anchored by the work of National Geographic explorer and photographer Mackenzie Calle, whose exhibit aims to highlight the dual beauty and complexity of air travel, from sweeping aerial vistas to candid moments behind the scenes. 

The photos feature a mix of layered textures, lighting, large-scale prints, and experimental print techniques, to facilitate a multi-sensory experience for viewers. They will also be used across all of Flair’s paid and owned channels.

The public opening subsequently turned the exhibit into an interactive brand story, offering consumers an intimate glimpse at Flair’s evolution and the people who contribute to its success. 

And we quote: “The most fulfilling work happens when clients are clear on their mission and brave enough to break the mold. That’s what we’ve found with Flair. We believe in what they’re building, and we’re proud to travel alongside them as partners on what we know is an important journey.”–Nadine Cole, co-managing director, Connelly Partners West.

Read article on Campaign Canada.