INSIGHT: Gen Z isn’t waiting for life to start. They’re choosing to enjoy life now, not after they’ve earned it.

TENSION: They’re stuck in routines they don’t believe in, expected to call it “the dream” and keep going anyway.

IDEA: The rat race is a scam. Escape your IRL. with WestJet.

EXECUTION:
OOH: Exposes everyday life; commutes, tiny living spaces, beige offices, paired with sarcastic headlines that call out the lies we tell ourselves.

SOCIAL: Everyday posts peel back the present to reveal where that same money could have taken you.

ACTIVATION: A WestJet × DeuxMoi collaboration turns anonymous work confessions into a chance to win a flight, transforming burnout into a real way out.

RADIO: Auction-style spot compares everyday purchases to the same price as a WestJet flight.
Same money. Better escape.