Summary: Despite a world challenged by Covid and lockdown and an industry that focuses on physical events, Embraer, a regional jet manufacturer based in Brazil added more activities to its multichannel campaign than previous years. Physical events were replaced by virtual online events, webinars, demonstrations, industry gatherings and physical experiential activities were replaced by video, VR/AR and animation. The outcome is that this new way of interacting with customers has been so successful there will be no turning back! Aviation manufactures are being challenged by airline operators trying to understand the dynamics/profitability of air travel post covid and how to achieve their environmental targets as climate change becomes the world’s number one priority. The new Embraer – Profit Hunter campaign ‘A force with nature’ addressed this appetite and provided content across all platforms to satisfy what can only be described as an insatiable appetite for thought leadership in unprecedented circumstances. This campaign deserves to win because the campaign adapted quickly from previous go to market campaigns to fit the new reality of Covid and in so doing outperformed not only all previous campaigns but all other manufacturers campaigns including the giants, Boeing and Airbus. About the client – Embraer, a Brazilian company, is a world leader in the design and manufacturing of aircraft in the 70-130 seat segment (known as regional jets), competing against the giants of the industry Boeing and Airbus and other regional challengers.