Following our success in the US, Kayak asked us to develop advertising for the Canadian market.

What had worked in the US wouldn’t work in Canada, and we needed a new approach. Denier culture didn’t exist in Canada the way it did in the States, so our Machine suggested making Kayak a badge brand for intelligent travel decisions.

Creatively, this led us to ask “What might the humorous consequences of not using Kayak be?” The resulting campaign introduced Kayak to an entirely new audience, and also generated new fans in the process.