Gravy Plane

Air Miles and Broken Heart Love Affair Debut Modern Take on an Iconic Brand, Anchored by “It’s All Gravy” Campaign

October 12, 2021


As we recover from the Thanksgiving long weekend, we can’t think of a more appropriate campaign to share than Broken Heart Love Affair’s “It’s all gravy” for Air Miles. The campaign is all about the extras, the gravy on top, as opposed to Wavy Gravy, which is just being extra.

air miles, broken heart love affair

The newly transformed brand identity that includes a new logo, visual identity and enhancements to the program that offers more choice, flexibility and value, are amplified by this national campaign, which is designed to excite and reengage Air Miles collectors and non-collectors alike, especially as the world opens up after many months where travelling miles by air seemed like a distant memory.

So grab that gravy boat and be thankful for life’s little extras, as you peep this campaign.


Campaign: “It’s All Gravy”

SVP, Collector Experience & Marketing: Rachel MacQueen
AVP, Brand Affinity: Dave Theodoropoulos
Director, Brand Content & Communications: Kevin Galbraith
AD, Brand Activation & Sponsorship: Georgina Terzis
AD, Creative Supervisor, Art: Adam Martin
Associate Creative Director, Copy: Judith Gannon
Manager, Proofing and Translation: Audrey Harvey
Marketing Specialist, Brand Activation & Sponsorship: Kristen Laframboise

Agency: Broken Heart Love Affair
Executive Creative Directors: Carlos Moreno, Denise Rossetto, Todd Mackie
Strategy: Jay Chaney
Agency Team: Cass Farry, Maegan Thomas
Agency Producer: Erica Metcalfe
Activation Agency: Lifelong Crush
Art Director: Yan Li
Copywriter: Sasha Downer
Project Managers: Carlos Game, Sweetha Mahendran
French agency: The French Shop
Media Agency: Media Experts
PR Agency: Ogilvy
XM Agency: Fuse Creative
Production Company: Partners Film
Director: Joachim Back
Executive Producers: Gigi Realini, Aerin Barnes
Line Producer: Thomas Martin
Director of Photography: Jan Velicky
Production Service Company: Icon FIlms
Production Designer: Alexei Karaghiaur
Editorial: Saints Editorial
Executive Producer: Michelle Lee
Editor: Mark Paiva
Colour: Alter Ego
Colourist: Wade Odlum
VFX and Finishing: Darling VFX
VFX Artist: Paul Binney
Audio House: Oso Audio
Creative Director: Daenen Bramberger
Executive Producer: Jane Heath
Photographer: Dragomir Spasov
Retoucher: Alex Knabenschuh