TicketsVsTickets solved a problem every challenger knows: how do you matter in a moment someone else paid to own? Air Transat had no World Cup rights or reason to talk about it, but it did have flights to the countries everyone was obsessing over. So, as fans were priced out of stadiums, the campaign turned that frustration into a blunt travel argument: don’t just watch the country, go see the country. Comparing real-time ticket prices with live return fares gave people a better use for the same impulse. It was a simple and elegantly crafted OOH idea that had a strong call to action and provided a piece of social commentary all at once.