SHAWN GAUTHIER
CREATIVE DIRECTOR/COPY
Former Saatchi & Saatchi, McCann, and Publicis CD/Copy. My process for creating great work: Find the single most important thing (SMIT). Focus every effort and every team on that singular, strategic insight. At first, aim for quantity. Be prolific. Then edit and finesse. If something makes you laugh, make it work. Keep copy to a minimum. Tell stories visually. Have fun. The best idea of your life might be two seconds away.
AIR CANADA
TELEVISION
Air Canada had a poor reputation. They wanted to make flying feel more personalized.
This simple campaign began turning their reputation around.