Qantas brings Kiwis and Aussies closer together in first New Zealand campaign in 7 years via True

Qantas has launched a new campaign celebrating the connection Kiwis and Aussies have when they travel, developed in partnership with True and Fish & Clips.

Says Lucinda Sherborne, head of strategy at True: “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.”

The story developed from a casting call of real Aussies and Kiwis, all of whom met overseas. The chosen couple, Kallum and Sammi, were stoked to see their story brought to life.

Says Alexandra O’Connor, regional manager – New Zealand, Qantas: “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 soundtrack is a cover of the Bill Withers song Just the Two of Us, performed by Kiwi artist Amila.

Says Jess Reihana, senior creative at True: “We were looking for a song that captured the feeling of being two countries at the edge of the world.”

Says Matt Heays, creative director, True: “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.”

The campaign marks the start of Qantas dialling up Its presence In New Zealand. Outside of Australia, New Zealand is Qantas’ largest region by passenger numbers, with the largest employee base and the largest frequent flyer community.

Qantas operates up to 170 trans-Tasman flights per week with 80 per cent of its crew from New Zealand and Kiwi customers can connect to over 95 destinations on the Qantas network and 1,200 global destinations with partners.

Client: Qantas
Petra Perry – Chief Marketing Officer
Jodie Teaken – Head of Marketing
Alexandra O’Connor – Regional Manager, NZ and Pacific Islands
Melissa Janeczko Nash – Senior Manager, International & Trade
Emily Rose – Regional Marketing Manager
David Wallace – Senior Producer, Creative & Content Studio
Jan Chen – Creative & Content Studio

Agency: True
Creative Director & Partner: Matt Heays
Creatives: Jess Reihana, Antony Wilson, Jane Langley
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
EP: James Moore
Producer: Fleur Swarbrick
Stills Prod Co: Fanclub
Offline post prod: Mandy VFX
Online post-prod: Moves
Online editor: Kyle Stoffberg
Online editor: Cameron Lloyd
Grade: Mike Carpinter
Talent: Emily Clarkson (Red11)
Talent: Lachie Oliver-Kirby (ODD)
Artist: Amila (Camila Roa Núñez)
Music and Sound: Franklin Rd
Music Licensing: Music Mill