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.

Seva Canada brings life-changing eye care to some of the world’s most underserved areas. To foster awareness and inspire action, we developed a campaign that directly amplified the voices of those we help. In Nepal and Tanzania, cameras were placed in the hands of patients and asked them a single question: “Now that you can see, what do you love most?”

Their photographs are now on display in a photo exhibition in Vancouver.

With the looming TikTok ban in the US, local communication executives at an event hosted by the Boston Interactive Media Association noted a trend of online advertisers testing alternative platforms like YouTube Shorts. At the event, Kiley McMahon, Paid Social Media Manager at Connelly Partners shared that some clients have experimented with YouTube Shorts as a potential replacement for TikTok; however, it has yet to replicate the latter’s viral reach and perceived authenticity. Despite many clients not yet migrating to YouTube, contingency plans are in place for their clients in case TikTok does go dark, even momentarily.

Read more here.

AdAge is highlighting the voices of women who are making waves in advertising this Women’s History Month. CP’s own Alyssa Toro, Senior Partner and Chief Creative Officer, shares her insights on driving change in a traditionally male-dominated industry.

To connect with consumers, brands must lead with empathy and a deep understanding of their lives. Women’s superpower is emotional intelligence. We know the value of understanding the nuances of human experience to align product benefits with real consumer needs. As consumers demand more authenticity, having women in leadership isn’t just valuable—it’s essential.

Not to mention, In just four years, it’s estimated that women will control three-quarters of all discretionary spending. So having women at the table is a must. We are able to relate better to the complicated fabric of a female consumer’s life. That consumer has a lot on her plate and even more on her mind.

We saw this in action at SXSW, where our client & agency teams, including so many powerhouse women, ideated and brought to life one of the most successful brand activations for Gorton’s Seafood. Women’s ability to collaborate, problem solve, get their hands dirty, emphasize diverse perspectives; made the work stronger. This goes a long way in cultivating a healthy team that will work tirelessly together to develop interesting ideas and find the most exciting ways to execute them. Ideas thrive on builds, and you need a strong communicative network to get there.

Ultimately, the best leaders in advertising—male or female—are those who inspire creativity, drive innovation, and foster collaboration. The unique traits that many women bring to leadership positions in advertising make them particularly well-suited to navigate the challenges brands face and solve them with ideas that build brand loyalty.

Read more here.

Steve Connelly is taking the stage at the 2025 MISSION Hubs Forum in London, England as a featured speaker. This year’s Forum will focus on industry challenges and leadership development for building flexible, resilient businesses.

In his talk, Steve will share why it’s time for leaders to embrace honesty. Having built a creative business that reaches from Boston to Dublin to Vancouver, Steve believes that great leaders, like good coaches, need to be more demanding, honest, and challenge their teams. Is it time for more “Connelly Realism” in our agencies? See what you think.

No stranger to evolving with consumer habits, Gorton’s Seafood made a splash at SXSW, infusing Austin with New England charm. Their iconic yellow transformed the venue, which featured a giant ship wheel arch at the entrance and a specially painted exterior. This landmark event, their largest activation yet, was a full-fledged celebration of their new shrimp products.

“There were times where I would just look around and see all these people gather with a drink in their hand and food in the other, and they were bopping to the music. And I was thinking, this is exactly what we wanted,” says Susie Siegel, Senior Integrated Marketing Manager at Gorton’s.

Read more here.

Additional coverage:
BizBash: SXSW 2025: See Inside Top Events and Activations
AdAge: The Top 5 SXSW 2025 Brand Activations to Know About