KEY INSIGHT: Hustle culture has made spontaneous travel feels like something you have to work hard to earn.
BIG IDEA: "THE RAT RACE IS A SCAM":WestJetencourages spontaneous escape from hustle culture by making last-minute getaways feel like smart survival instead of irresponsibility.
1) OUT OF HOMES
2) SOCIALS
3) EXPERIENTIAL
WestJet partners with Deux Moi to install confessional booths across Toronto where Gen Z shares their 'rat race' frustrations for a chance to win spontaneous getaway flights. Confessions feed the Deux Moi gossip ecosystem while positioning WestJet as the antidote to burnout culture
