Qantas has launched a campaign in New Zealand, it’s first there in seven years. It’s not going to set the world on fire in terms of creativity, it follows a tried-and-true pattern of real-life stories. But it is powerfully emotive. It has real “heart” impact and that stands strong against its competitors.
The creative idea, a story inspired by two real travellers chosen during as casting call, one Kiwi and one Aussie, comes from New Zealand agency, True. Production is by Fish&Clips. The soundtrack that amplifies the commercial’s emotive power is a cover of the Bill Withers song, Just the Two of Us, performed by Kiwi artist, Amila.
Jess Reihana, senior creative at True, stated, “We were looking for a song that captured the feeling of being two countries at the edge of the world.”
Matt Heays, creative director, True, added, “It’s just the beginning of our story of connecting Kiwis and Aussies with each other and the world. It feels as limitless, colourful and diverse as our relationships, and both personal and travel stories.”
Lucinda Sherborne, head of strategy, True, stated, “Despite what New Zealanders believe, they have a lot more in common with Australia’s airline than they think. Rather than look for the differences between Qantas and us, we looked for the similarities – not as countries, but as people and travellers.
“Kiwis and Aussies are rivals on the sports field, but when we travel, we’re arm in arm. When we’re in a foreign destination, we’re far from foes but friendly faces, and feelings of home. Even if we haven’t realised it before, when we meet each other overseas, we discover how alike we really are. There’s a spirit that comes from exploring the world together. Our strategy was all about bringing that spirit to life to make the Spirit of Australia closer to ours.”
Alexandra O’Connor, regional manager – New Zealand, Qantas, stated, “Kiwis and Aussies have an undeniable bond, and for more than 60 years Qantas has been connecting them to each other and the world, bringing us all closer together.”
“It has been an exciting 18 months for Qantas in New Zealand as we continue to reinvest and reinvigorate our presence in this special part of the world. There are thousands of stories of connections made through travel and we’re really honoured to be able to bring Kallum & Sammi’s to life.”
The campaign is the start of Qantas dialling up Its presence In New Zealand. Outside Australia, New Zealand is Qantas’ largest region by passenger numbers, with the largest employee base and the largest frequent flyer community.
Credits:
Client: Qantas
Chief Marketing Officer: Petra Perry
Head of Marketing: Jodie Teaken
Regional Manager, NZ and Pacific Islands: Alexandra O’Connor
Senior Manager, International & Trade: Melissa Janeczko Nash
Regional Marketing Manager: Emily Rose
Senior Producer, Creative & Content Studio: David Wallace
Creative & Content Studio: Jan Chen
Agency: True
Creative Director & Partner: Matt Heays
Creatives: Jess Reihana, Antony Wilson,
Group Business Director: Debbie Currie
Agency Producer: Claudia Miller
Strategist: Lucinda Sherborne
Production Company: Fish&Clips
Director: Dan Sadgrove
DOP: Devan Narsai
1AC: Ethan James
Executive Producer: James Moore
Producer: Fleur Swarbrick
Stills Production Company: Fanclub
Offline Post-Production: Mandy VFX
Online Post-production: Moves
Online Editors: Kyle Stoffberg & Cameron Lloyd
Grade: Mike Carpinter
Music & Sound: Franklin Rd
Music Licensing: Music Mill
