A suave pilot confidently strides through the aisles of a seemingly endless plane connecting with various passengers explaining that all the amazing things that you can get from Air Miles -- from $10 cashback, to a Dyson vaccuum to free hotel upgrades -- can be best summed up in one word; Gravy. 'It's All Gravy' is given birth by the pilot as he transitions from person to person and then leads him to physically pour gravy over a long table of a turkey dinner. He runs his finger over a birthday cake, which is a reference to Air Miles' 30th birthday and then gets up on stage to sing with a cabaret singer who is singing in french "plus de sauce", more gravy. The pilot finally takes his seat and flies the plane as he calls to the audience to "climb aboard".

Air Miles Reward Program is Canada’s original loyalty program. While engaged consumers are critical to the success of the program, corporate partners such as Shell, Sobeys Grocery, Bank of Montreal are their true customers and are the sole source of revenue for the company. Those partners have been pushing Air Miles to exhibit their brand power in the market to increase value for their relationship. This campaign is specially designed to enhance the relationship between Air Miles and their corporate partners.

As a 30 year old brand, Air Miles was viewed as an old, quiet and dusty brand. People called it to your "grandparents' favourite loyalty program" and likened it to collecting coupons. In order to shift consumer perceptions and reinvigorate our corporate partner's confidence in the brand we gravitated towards an over-the-top, playful, and colourfully saturated environment. The setting is a seemingly never-ending fuselage of a plane that simultaneously feels retro -- an obvious nod to Air Miles' history and existing brand perceptions -- and contemporary cool. We retrofitted a plane and built a dream-like environment where anything can seemingly happen for anyone.