How Brands Are Celebrating April Fools

April 1 has become as much an occasion for brands as it is for consumers. Here’s a look at how a few of them have turned prankster today – and, in some cases, still manage to drive home their brand positioning or product offering.

WestJet has become almost as well-known for its April Fools Day stunts as it has for its staff and passenger surprises.

Today, the airline is turning its good-natured pranks to a new luxury flight-slash-festival called “#FlyreFestival.” WestJet has already been promoting the comfort and luxury its Dreamliner fleet offers travellers, but a video by agency partners Oliver and Studio M takes it to new levels that will be familiar to anyone that’s up-to-date on their Netflix documentaries, from the presence of influencers and models to pounding EDM music and “cute pigs.”