Qantas has launched its biggest ever brand campaign, with the aim to rekindle the emotional connection Australians have with the brand.
The campaign was created by Kevin 07 adman Neil Lawrence and it has the tagline “Feels like Home”, with the track to the campaign being Randy Newman’s song of the same title, performed by 20 year old Australian singer, Martha Marlow
The campaign, which launches this weekend with a two minute TVC, is designed to reposition the business following a major organisational restructure, as it looks re-engage with the emotion people feel for the brand and fend off the negative attention from job cuts.
The spots feature real people, and there will be six ads in total, one two minute feature ad and five shorter spots that follow individual's stories as they head home.
The stories that will be told during the campaign are those of:
Matt (35) from Adelaide, works long shifts at Fortescue Mine in the Pilbara, Western Australia. It’s a long way from home but it all seems worthwhile when he sees his young family rushing to greet him at the airport when he returns.
Melinda (32) and Iker (33) live in Hong Kong and have a small baby, Alexo. Melinda grew up in Sydney and is looking forward to showing him off to his proud grandmother back home in Australia.
Alice (27) grew up in Adelaide but has lived and worked in London for the three years. She returns home and is greeted by her mum and sister after a long time apart.
Charlotte (7) lives in Brisbane and has been holidaying with her grandparents in Los Angeles. Even though she is excited to be travelling on her own, Charlotte loves coming home to be with her mum and dad even more.
Jacob (22) is a chef from Bunbury, WA who has been backpacking, rock climbing and horse riding through Chile for the past few months. He misses his mum’s home cooking and is intrigued to see his younger brother’s new beard. He returns home to see his mum, dad and two brothers.
The campaign will run indefinitely and will run across TV, Digital, Social and Cinema
Campaign credits:
Creative Agency: Lawrence Creative Strategy
Executive Creative Director & Copywriter: Neil Lawrence
Creative Directors: Chris Mitchell, Geoff Corbett
Client Service Directors: Tanya Jones, Fleur Marks
Agency Producer: George Saada
Production: Exit Films
Director: Mark Malloy
Producer: Martin Box
DOP: Chayse Irwin
Editors: The Editors: Stewart Reeves, Peter Barton, Dave Lawrence
Post Production: Alt VFX
Colourist: Ben Eagleton
Music: Mark Rivett, Ramesh Sathiah @ Song Zu
Composer: Randy Newman
Vocal Artist: Martha Marlow
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