Independent creative agency Howatson+Co has unveiled a new campaign for Qantas, titled Already Proud.
The work proposes that the only honour greater than representing one's country is representing a hometown.
Qantas, as the official airline and long-term partner of the Australian Olympic and Paralympic teams, celebrates the hometown pride friends, families and communities have for their athletes.
The campaign features eight athletes and captures their emotional farewells before boarding their flight.
From Matt Denny's surprise send-off in an Allora pub, Cortnee Vine’s local primary school cheering her on, Ariarne Titmus' best friend saying farewell from Hobart, Ahmed Kelly's goodbye to his first swimming coach, a final training session for the Artistic Swimming team in Perth, Jamieson Leeson's hometown mural reveal, the pride of Maurice Longbottom's gran in her own living room, and a handmade medal crafted for Chris Bond by his children.
The integrated campaign launched during the Olympic Games opening ceremony, including film, OOH, and painted murals in athletes’ hometowns across the country.
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