Gol airlines | more space
GOL Airlines marketing team flew on trips for competitor analysis, and realized that the company has a larger space between seats compared to the main competitor: LATAM. In fact it's a really small gap, but for those who are flying, this legroom makes a lot of difference. So, they asked us to explore this benefit of GOL versus LATAM. And especially in an aggressive and straightforward way: They wanted us to make any mention to LATAM brand in our campaign.
So we've came up with this campaign that illustrates the legroom gap, using the seats numbers as characters.
The campaign repercussion was so huge and the message so direct, that the LATAM competitor decided to file it for suspension at CONAR, and luckily, was denied.
Still, it was the largest media investment in the brand's history, with outdoor media placed throughout Brazil.
Awards & recognitions:
Luerzer's Archive: Printed Vol.2 2017
Estadão Newspaper Cannes Challenge: Print Grand Prix