180 Kingsday: An airline ad like never before

The magic of Hollywood’s golden era returns in 180 Kingsday’s cinematic brand film for Qatar Airways, the spearhead of the agency’s 2019 campaign for the airline. If it doesn’t lift your spirits, please check you have a pulse.

A World Like Never Before combines set design, special effects and choreography to garnish the emotive power of its ‘50s Hollywood style with surreal flourishes.

The production team was led by some of Hollywood’s greatest talents – director, Ben Scott, whose background in production design was central to bringing to life the vision of a world like never before; director of photography, John Mathieson, the twice Oscar nominated cameraman who shot Gladiator and Phantom of the Opera; and production designer, Jonathan Lee, who art directed Star Wars Episode 2 and Elizabeth. It was produced by London production company, RSA Films (Ridley Scott Associates).

Scott noted, “Qatar Airways have been extremely bold in giving me the freedom to make this film. It takes its cue from the heyday of first-class travel, by using the craft and technique from the golden days of the Hollywood musical. Together we have created a fantastical journey around the world.”

The ambitious production included using the biggest green screen in Europe and a production crew of more than 200 people across four continents, a real ice rink and incredible detailed, handmade props. Post-production was handled by MPC in Amsterdam and London, which also created the incredible after effects for films such as The Greatest Showman, The Jungle Book and this year’s The Lion King.

Qatar Airways group chief executive, His Excellency Akbar Al Baker, stated, “This campaign embodies everything at the heart of Qatar Airways’ brand values, as well as the pride we share in providing exceptional service to our passengers across the globe.

“The aim is to inspire and delight the viewer, and open them up to the possibilities that Qatar Airways, as the world’s fastest growing airline, has to offer with gateways to more than 160 exciting destinations around the world.

“We want people to see the world in a new and exciting way… Like Never Before.”

Qatar Airways Senior Vice President Marketing and Corporate Communications, Salam Al Shawa, added, “This brand film is different than anything Qatar Airways has ever done before. In many ways travel is a dream, a fantasy – and we have focused on these elements to create a film that takes the passenger on a magical journey.

Our ultimate goal was to create a Hollywood-style film that would not look out of place on the big screen and which epitomises the five-star image passengers have come to associate with the airline.”

The campaign launched globally on January 17 and includes film, digital, print, events and product campaigns featuring the airlines award-winning cuisine, service, in-flight entertainment and Oryx Kids Club.

180 Kingsday executive creative director, Kalle Hellzen, commented, “Qatar Airways is a remarkable brand that creates experiences that transform. I am very proud of the way creative ambition, talent and teamwork have combined to deliver this campaign – the next evolution in the brand’s incredible story.”