Behind Air Canada's Namesake Celebration for an NBA Legend
If you’ve ever cheered for the Toronto Raptors at any point in your life, you know who Vince Carter is. A mainstay of the team from 1998 to 2005, his gravity-defying dunks inspired awe in the hearts of fans and rivals alike, earning him the iconic nickname, ‘Air Canada’.
Of course, that’s not the only well-known ‘Air Canada’ in the north. The name also happens to belong to one of the country’s biggest airlines, which, incidentally, happened to be the sponsor of the arena where Carter plied his trade across those seven seasons. As such, it’s clear that the two have long shared an intertwined relationship, which meant it was only right that the brand get involved when the Raptors – in a team first – announced it would be retiring Carter’s jersey earlier this year.
However, creating something for such a monumental occasion would not be a small task. And to this end, Air Canada called upon its creative agency of representation, FCB Toronto, for help. Together, the two created ‘Born to Fly’ – a campaign which literally displayed the brand’s support for Carter with a custom-made aeroplane livery featuring the athlete’s silhouette, signature, and jersey number. Further supported by social media, out-of-home assets, and in-stadium and on-court promotion during the ceremony, it all came together to forever tie the two Air Canadas together – a fitting salute for one of the city’s all time greats.
To learn more about what it took to bring this to life, LBB’s Jordan Won Neufeldt sat down with FCB Toronto executive creative director Jeremiah McNama, associate creative director Coleman Mallery, art director Sanna Kula, strategy director Allie Lochhead, vice president, content lead Ravi Singh, and group account director Rose Noble, as well as Air Canada’s manager of sponsorships, Kim Desrochers, for a chat.
LBB> Turning around a commemorative livery to honour a Vince Carter’s jersey retirement is no small task. As such, how did this idea come to life? Where did the proposition come from?
Kim> Air Canada shares a deep passion for sports with the rest of Canada, so when we heard Vince Carter was going to be the first player in Toronto Raptors history to have his number retired, we knew we had to do something truly special.
When MLSE approached us about working together, we knew we had an opportunity to own the moment like no other brand could, as the namesake behind Vince’s iconic ‘Air Canada’ nickname. And since the most memorable part of any retirement celebration is when the player’s number is raised to the rafters, we wanted to recreate that in a way that was fitting for such a high-flying legend.
LBB> For something with so many moving parts, how did you get everyone on board? What was the timeline like, and at what point did you know for sure this was doable?
Jeremiah> A few weeks before Vince’s retirement, one of our strategists, Allie Lochhead, sent a Sunday message about how this was a perfect opportunity for Air Canada. It was a no-brainer moment, and the team jumped on it immediately. Within 48 hours, we were in Air Canada’s office presenting the belly design and the headline that ultimately made it to print. From there on, it was full steam ahead.
Ravi> It took buy-in from multiple partners, but the idea resonated immediately because it felt like such a natural fit for the Raptors, Vince, and Air Canada. From there, it was fast and furious to get everything done before the ceremony. The concept went from idea to inaugural flight in less than a month. But when we saw everyone come together behind the idea, we knew it was meant to be.
LBB> The connection between Vince Carter’s nickname and the brand means you’ve probably had ideas for collaboration for quite some time. What made this the one you wanted to go with, and why is it so important for Air Canada to celebrate athletes?
Kim> We’ve had ideas for collaborations with Vince Carter for a while, but this felt like the perfect moment and way to celebrate a player that flew above the rest. We wanted to create something that felt intrinsically linked to our brand but also had the ability to break through in culture. By reimagining the jersey retirement ceremony in a way only Air Canada could, we were able to uniquely honour both Vince Carter’s legacy and our own.
To answer the second question, at Air Canada, we celebrate Canadian teams and athletes who exemplify excellence, and Vince Carter is the embodiment of that spirit. That early history for basketball in Canada is very meaningful for us at Air Canada, and we’re proud to have played a role back then and today, as well as celebrate what it means for Canadian sports culture and how it has elevated Canadian pride for a whole generation of fans. These are moments that define our national identity, and flying the flag alongside fellow Canadians means everything to us.
LBB> Tell us about the livery design process! Specifically, how did you ensure the final product would look cool, while also working with the dimensions and specs of your plane?
Kim> We worked closely with the Toronto Raptors to ensure the design stayed as true as possible to Vince Carter’s jersey and the banner that would be raised in the arena. We drew inspiration from Vince’s iconic dunk which gave him the nickname, and it was crucial to ensure that we integrated his name in a way that would make the plane really feel like his.
Our livery design crew, led by Bettina Carating and Lucinda Hancock, are not only experts in adapting complex visual concepts to planes across the Air Canada fleet, but they are also huge Raptors fans who brought real passion to the project and grew up watching Vince Carter play. Bettina and Lucinda were essential in bringing the creative vision to life and ensuring it had a practical and aerodynamic design, accounting for safe zones, viewing perspective, and distortion. The team kept the design simple and minimalistic so that the focus on each iconic graphic element was maintained: the jersey number, Vince’s signature, and of course the iconic dunk silhouette.
LBB> The video detailing the installation is awesome! Do you have any anecdotes from the experience?
Sanna> Honestly, it was a huge team effort. We had 30 minutes with Vince to shoot and only two hours to edit. Thankfully our editor had a framework ready, so we could plug in the shots as we went. But, of course, we found some unexpected gems along the way and finessed things as much as we could.
LBB> What lessons have you learned in the making of this campaign?
Rose> It’s all about teamwork. When so many moving parts come together – Air Canada, the Raptors, and Vince – nothing happens in isolation. From donated media to unparalleled access, every part of the team added something that took this campaign to the next level.
Kim> Just like in basketball, timing is everything. When you have a campaign that just works perfectly for the brand and the moment, everything else falls into place. It’s about knowing when to take your shot and go all-in on an idea that can elevate your brand.
LBB> How does this campaign fit into Air Canada’s branding for 2024 and beyond?
Kim> This campaign is a perfect reflection of where we want to take the Air Canada brand in 2024 and beyond. It reflects our commitment to flying the flag by creating work that speaks directly to Canadians with a genuine, open-hearted approach, helping share the best of Canada at home and around the world.
And, since we want fans from coast to coast to be able to celebrate with us, we’ve decided to keep the plane in circulation across North America for the duration of the NBA season.
LBB> How have people reacted to this campaign?
Allie> The response has been incredible. Fans across Canada have shared and commented on the idea, making it an integral part of the retirement ceremony weekend. From on-court graphics during the ceremony itself, stadium takeovers during the game, to a life-size overhead display, every detail brought Vince’s legacy and connection to the brand to life.
Kim> The reaction has been overwhelmingly positive, and there has been so much excitement. Fans have embraced the tribute to Vince Carter’s legacy and seeing the outpouring of support from across the country has been amazing. Whether its excited fans sharing that they have seen the plane on social media and tagging the airline or the incredible fan art from those who have been designing their own Vince Carter livery, the enthusiasm is incredible. There’s a lot of emotion tied up in this reunion between Vince and the fans, and it’s great to see our work be a conduit for those feelings.
LBB> Finally, is there an element of this campaign that you’re most proud of?
Coleman> We made Vince cry. He was genuinely touched. It was a nice bow on his era of Toronto basketball.
