WestJet has grown from a regional Canadian carrier to a global one with an expanded fleet and premium products. The brand needed to reach a business traveller audience, but do it in a way that stayed true to its reputation of being the airline with the most heart.

Rather than leaning into destinations, service or price, WestJet tapped into the most significant challenge business travellers face: being away from their kids. To help families stay connected, Rethink developed the “Flight Light,” a nightlight that uses live flight data to project a parent’s flight path onto their child’s bedroom ceiling.

A kid-friendly and sleek smart home device, the “Flight Light” connects to an app where parents enter their flight number. Flight data is then projected onto the ceiling. Parents can also use the app to send messages and emojis to their child’s “Flight Light,” letting them know they’re thinking of them as they make their way home.

The “Flight Light” was introduced in a spot that showed a daughter following her mother’s flight from London to her home in Calgary. Within the first two weeks, 230,000 people clicked through to explore the “Flight Light” site and the campaign tracked 2.6 million impressions. WestJet also collected 6,200 email addresses, expanding its potential business traveller base. And in the month following the campaign, the airline saw a 63% lift in sales for its Premium Cabin.

Due to demand, the “Flight Light” has been greenlit to go into mass production.