E-cigarette company kicks off launch campaign to raise awareness amongst Australian smokers

Electronic cigarette company Liberty Flights has kicked off an online campaign introducing its product to the Australia market.

The online ad, created by Locals Pony Productions, aims to make Australian smokers aware of electronic cigarettes and features a traditional smoker’s date being hijacked by a bearded stranger smoking an e-cigarette.

Director Angus Mullane told Mumbrella: “The biggest challenge for us we didn’t want the film to re-socialise smoking so we wanted to target existing smokers and offer a better alternative.”

Liberty Flights marketing director Simone Davis told Mumbrella: “This is the first step into the Australian market. We wanted to create awareness in the marketplace that electronic cigarettes exist.”

The online video will be followed up with an educational program, Davis said.


  • Writer/Director: Angus Mullane
  • Producer: Tyson Mullane
  • Line Producers: Jackson and Joshua Mullane
  • 1st AD: Michelle Nagy
  • DOP: Dale Bremner
  • Editor: Kent Hau
  • Sound Design: Noise International
  • Colour: Ben Eagleton
  • Production Company: Locals Pony Productions

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.