Air Transat is getting creative with this weekend’s daylight savings time change, giving Ontarians a chance to win an all-inclusive trip to Jamaica. But only those who are out and about between 1 and 2 a.m. on Nov. 5 – just after the clocks are set back and an hour “lost” – and who spot a digital billboard with a QR code displayed for contest entry.

Part of its “Win Back Sunlight” campaign, which is almost entirely dedicated to the lost hour, Transat says it is hoping to “brighten up a moment that would otherwise gloomy.”

The clever campaign follows a survey conducted by Transat with Maru/Blue designed to provide an outlook on how Canadians are feeling towards the upcoming time change, during which the clocks will fall back and the sun will rise an hour earlier.

The survey of more than 1,500 Canadians revealed the population either doesn’t understand or doesn’t care about the time change. More than half of boomer respondents (55%) believe this century-old practice is not relevant anymore and 23% of millennials don’t understand the idea behind the clock shift.

However, some Canadians are more positive towards the time change, with Gen Z looking forward to an extra hour of sleep (47%) and more light in the morning (28%).

Some other interesting findings among Ontarians include:

• When asked about their least favourite things about the time change, respondents believe it gets dark too early (61%), have difficulty adjusting to a new wake-up time (24%), don’t like having to manually adjust the clock on some devices (23%) or feeling down or depressed (22%).

• If they could take advantage of an extra hour of sunlight at home, they would tackle one extra thing on their to-do list (35%), clean the house (28%), catch up on a TV series (23%), scroll social media (22%) or catch up on work (19%).

• Meanwhile, If they had an extra hour of sunlight on vacation, they would take a walk and enjoy the scenery (50%), watch the sunset (37%), enjoy a drink on the beach (30%), visit family or friends (22%), go shopping (21%).