When Neil Lawrence, Mark Molloy and the Qantas team launched the Qantas Feels Like Home campaign in November 2014, it was a two-minute montage of emotional moments.
Beautiful moments, it must be said, with an evocative song amping up their impact. The second film was a story about travel for business and pleasure, in which destinations and family were important emotional triggers and Qantas got to show off its features.
The Monkeys have taken all the best bits of the first two campaigns, added their creative finesse and created the most powerful film yet. It’s two real stories, and whether or not the viewer knows that, they feel authentic, and are stories with which many Australian will identify now that our families tend to be spread across the world.
And Qantas is these new stories’ hero.
The film is the story of the Perth-based Charlton family reuniting with their grandmother in the UK, and that of a young couple, Imogen and Michael, managing a long distance relationship between Australia and London.
It was shot in Perth and London and highlights Qantas’ history-making route between the two cities – which is on sale now ahead of the first flights in March 2018. It goes to air on Sunday, April 30.
Qantas group executive for brand, marketing and corporate affairs, Olivia Wirth, stated, “The Kangaroo Route to the UK has had special meaning for Australian travellers since Qantas first flew to London the 1940s.
“With this new series of Feels Like Home, we wanted to capture the memories and emotions that Australians associate with the Kangaroo Route, but also look ahead to a new era with our non-stop Perth-London flights. We think it does a beautiful job of exploring the significance of linking Australians directly to the UK for the first time, focusing on real people and experiences.
“Qantas invests heavily in promoting Australia as a tourist destination and the campaign, which is also running in the UK, also shows some of the fantastic places travelers can visit in Western Australia in a single hop.”
As in the first two series, the campaign’s soundtrack is by Martha Marlow’s version of the Randy Newman song, Feels Like Home.
Since launching in 2014, the Feels Like Home campaign has clocked up over 17 million views on social media channels alone. The new series will be seen on TV, outdoor, in-terminal, and on digital and social channels.
Creative agency: The Monkeys
Co-Founder and Chief Creative Officer: Justin Drape
Senior Creative: Scott Dettrick
Copywriters: Chelsea Parks & Hugh Gurney
Executive Planning Director/Partner: Fabio Buresti
Head of Planning: Michael Hogg
Managing Partner: Matt Michael
Group Content Director: Humphrey Taylor
Content Director: Samantha Heckendorf
Content Manager: Tim Leathart
Head of Production: Thea Carone
Senior Integrated Producer: Sally Lankshear
Executive digital producer: Sabrina Riedel
Designers: Melissa Watson, Eva Godeny & Lauren Elliot
Production Company: Exit Films
Director: Glendyn Ivin & Mark Molloy
Producer: Karen Sproul
Production Managers: Jacquie Riley & Samantha Lombardo
DOP: Germain McMicking
2nd unit DP: Sam Chiplin
Casting: Kirsty McGregor, McGregor Casting
Production Designer: Pete Baxter
Edit House: The Butchery
Editors: Jack Hutchings & Rohan Zerna
Post Production: Alt.vfx
Original composition by Randy Newman
Administered by: Universal Music Publishing Pty Ltd
Music Director: Ramesh Sathiah & Mark Rivett
Vocals & Guitar: Martha Marlow
String Arrangement: Jonathan Zwartz
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
Photographer: Paul Blackmore
Behind the scenes photographer (UK): Richard Wadey
Media Agency: OMD
Business Director: Dorothee Gomez
Account Director: James Graff
Account Director: Eimear Hughes
Trading Director: Anastasia Nicholas
Account Executive: Christian Bendelack
Feels Like Home 1, 2014:
Feels Like Home 2, 2015: