Every brand jumps onto April Fools these days. It’s at the point where a hastily mocked-up fake product launch posted on social media is background noise.

Flight Centre wanted to upend that tradition by instead doing something… real. Anyone able to look past all the fakes could win genuine flights around the world.

Mysterious coordinates, shared on social and OOH, led people to a popup departure gate. Line up, grab your boarding pass, wait and listen to the hilarious Captain’s Announcements, and get your name drawn for a flight then and there.

The morning culminated in a high-stakes “Captain’s Challenge” where participants had to bungy for 2x round-the-world flights.