After announcing the acquisition of KLM’s account last March, Orès Canada today unveils its first campaign for the airline. Titled “Make Every Mile Count,” this campaign marks a new milestone in KLM’s brand strategy in Canada, with the aim of increasing its brand awareness in the Alberta province.
To embody this ambition, Orès proposed a bold collaboration with Mark McMorris, a true Canadian sports icon. The most decorated snowboarder in X Games history, a three- time Olympic medalist, and potentially the first athlete to earn a medal in four consecutive Winter Games, McMorris represents a new generation of travelers: demanding, inspiring, and deeply connected to the world.
With over 800,000 Instagram followers and 400,000 on TikTok, McMorris is also a significant figure on social media, where he shares his adventures, performances, and commitments. His partnership with KLM brings a distinctly Canadian resonance to the airline’s global slogan: “Travel Well. »
“Make Every Mile Count” celebrates the power of every journey — in an athlete’s life, in an individual’ s path, and in the connections that bridge continents. The campaign highlights the connections KLM facilitates, between major European capitals and the Canadian territories where inspiration takes flight.
For this campaign, KLM entrusted Orès Canada with the full orchestration: strategy, creative, influencer marketing, production, and media deployment were all managed by the agency.
The campaign is now live in digital, OOH, and cinema across Canada.
— About Orès Collective
Founded in 2013 by Nicolas Guittard and Thomas Bevilacqua, Orès Collective is an international network of 250 professionals based in France, China, Vietnam, and Canada. With a 100% integrated approach, the group supports ambitious brands from concept to distribution. It is structured around three main pillars — Brand Campaign (ORÈS, Kindai, Band Original), Brand Deployment (Digital Prod, 140 Studio), and Brand Culture (GHOSTS, Ekip B, Susan Moore).
Since its integration into European Digital Group (EDG) in 2020, Orès Collective has continuously expanded its influence, positioning itself as a key partner for brands looking to innovate and stand out both in France and internationally.
