Bastion Shine, dentsu & Air New Zealand: Airpoints makes the joy of travel more joyful

Kiwis are considered as some of the world’s greatest travellers. But they haven’t been able to travel beyond their own orders until recently. With international travel returning to the country, Air New Zealand’s Airpoints, Bastion Shine and dentsu, have launched a new creative platform for the brand.

Don’t Live Pointlessly shows New Zealanders how they can transform their everyday spend to unlock the power and joy of travel. It’s been said that travel should be prescribed as therapy to relieve stress, grow relationships, and aid mental health. Airpoints is naming itself the means for all those benefits.

Airpoints worked with Bastion Shine to redevelop the new brand strategy and platform. Andy McLeish, chief strategy officer at Shine, stated, “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base. We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

The hero commercial was directed by Adam Stevens and produced by Good Oil. Rich Maddocks, chief creative officer at Bastion Shine, commented, “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully we’ve done that.”

The new campaign is running broadcast, digital, social and OOH. Further activity is set to launch over the coming months aimed at enhancing engagement with the programme further by showcasing the multiple ways to earn and spend Airpoints.

Credits

Client: Air New Zealand
General Manager, Brand & Marketing: Jeremy O’Brien
Senior Manager, Brand & Marketing: Imogen Thornton & Sarah Sangster
Loyalty Brand Manager: Olivia Brown
Airpoints Marketing Executive: Samantha Bogun
Manager, Content Hub: Saini Tuitupou
Photographers: Matthew Collins & Shannah Gibson

Agency: Bastion Shine
Chief Creative Officer: Rich Maddocks
Creative Director: Oliver Green
Art Directors: Oliver Green & Hamish Cullen
Copywriters: Oliver Green & Zach Hall
Senior Business Director: Sabrina Hemmingsen-Jensen
Business Director: Danny Murphy
Chief Strategy Officer: Andy McLeish
Group Strategy Director: Julie Darlow
Head of Design: Danny Carlsen
Senior Designers: Luke Guilford & Brendan O’Dwyer
Designers: Hannah Christenson, Tim Wightman
Senior Producer: Pip Mayne

Media: dentsu Media
Managing Director, Media: Richard Hale
Agency Director: Courtney Wide
Strategy Director: Amy Green
Group Business Director: Cara Coutts
Business Director: Abel Banda
Senior Digital Manager: Lily McCallum
Digital Manager: Hannah Morgan
Business Manager: Annabel Tietjen
Digital Executive: Erin Craig

Production Company: Good Oil
Director: Adam Stevens
Producer: Andrew McLean
Managing Partner: George Mackenzie
DOP: Creighton Bone
Editor: Dan Kircher
Costume: Karen Indebitzen-Waller
Production Designer – Bruce Everard

Sound Studio: Liquid
Producer: Tamara O’Neill
Creative Director: Pete Van der fluit
Engineer: Craig Matuschka

VFX & Animation (including gorilla): Blockhead
Lead: Nigel Mortimer