The Aeroplan Distinction campaign is a new brand initiative by Cossette Montreal. Media Merchants was charged with the development of the central piece of a takeover campaign at Yonge & Dundas Square. The 'd' (fabricated by StackLab) incorporated a photo booth (depth and chroma-key), postcard printout, email with social media links, and broadcast to two neighbouring billboards.

The interaction included capturing the participant's name, email, an Aeroplan destination, and photo. Initial estimates placed the takeover at 10,000 people, or which we posted 200 photos to the billboards.

The team included a fabricator, project manager, video technician, creative and programming.