Trollboards

Agency: Courage
Client: Skyscanner

Skyscanner may be a global leader in travel planning, but in North America it needed to make some noise and raise its profile.

It achieved this by cheekily playing on the NBA’s “Cancun” inside joke; a term that started in the huddle 25 years ago and is now a well established meme in the playoffs. Used to signal the end of someone’s season, it has become so ubiquitous that in recent years it is regularly referenced in halftime shows, post game interviews and social media.

So, when the Dallas Mavericks went down to the LA Clippers, the brand decided to have a little fun at the team’s expense. Playing into the well-known joke, the campaign bought out the 100ft billboard outside LA’s arena. No NBA logos, no players, no stats, just a simple message: “Dallas to Cancun. For great flights to Cancun, visit Skyscanner.” Using a timeless joke, and a simple billboard, it started a conversation and in the first 24 hours the stunt drove over 1bn media impressions and more than 3.5m impressions on X (Twitter) - making it Skyscanner’s most successful ad ever.