Flying High With Air Miles Detour

Air Miles' Detour campaign invited five small towns across Canada to compete for a once-in-a-lifetime prize — a live Meghan Trainor concert brought directly to their community. The campaign was a masterclass in emotional branded content: instead of selling a loyalty program, Air Miles sold a feeling of possibility, community pride, and the joy of being rewarded.

Black Box Productions was brought in to capture the campaign's energy and humanity on video. We travelled to the competing towns to document the contest, the people behind it, and the authentic excitement of communities rallying together for something extraordinary.

The result was a warm, cinematic piece of branded content that gave Air Miles a powerful storytelling tool — one that could move beyond the transactional and connect the brand to the real lives of Canadians. The campaign earned coverage and engagement well beyond paid media, demonstrating the outsized return that genuinely compelling branded video can deliver.

Produced by Black Box Productions, this project exemplifies our approach: understand the brand's strategic goal, find the human story at the centre of it, and let that story do the selling.