feel good hit of the summer? (or winter - choose your hemisphere)
A textbook case of how how to have a viral hit and maximising brand effect.
Using branding and market-based assets throughout (purple Santa and Elves was a nice touch) – tick
Evoking high arousal emotional response (i.e. reason to share) INSPIRATION, EXHILARATION, ASTONISHMENT – tick
Presented in the context of brand use and occasion - tick
Creative device? - 'personal triumph (sort of)' - tick
Probably backed with significant paid promotion and seeding upfront to maximise initial reach - (assumed) tick
Also worth noting: another example of doing something first - a situational or cultural intervention - then advertising what you have done.
Congratulations, WestJet.
