Qantas showcases staff in cinema and social, as campaign moves on from Feels Like Home

First campaign from BWM focuses on staff

First campaign from BWM focuses on staff

After setting its brand with the Feels Like Home campaign, Qantas has moved into the next stage of its marketing with a series of cinema and social ads focusing on the airline’s staff.

In the first work from BWM since it joined the airline’s agency roster, the latest work taps into the reasons people fly with Qantas – with a primary motivator being the carrier’s staff.

The ads feature a range of employees from the pilot to baggage handlers and ground staff.

One 90-second version of the the campaign features ground engineer, Rachel Bacon, who is obsessed with order and re-checking everything she does.

The ad goes as far as to show her organising M&Ms by colour and aligning magnetic scrabble tiles on her fridge.

Qantas group executive of brand, marketing and corporate affairs, Olivia Worth, said the airline wanted to show off the breadth of different people who worked together to make a journey happen.

“We know that one of the reasons why so many people choose to fly Qantas is our people. With this series of advertisements we introduce some of our employees who work across different parts of the business, including those who work behind the scenes but are absolutely vital to your journey,” Wirth said.

Along with cinema and social, the campaign will have a significant out-of-home effort, with ads showcasing airline staff – a media strategy the airline has often used in the past.

The series of ads will also be made available through the Qantas website.

Last week the airline launched its health insurance partnership with NIB with a quirky ad starring Hollywood actor Christopher Walken.

Agency: BWM
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Sarah Parris – Senior Art Director
Kevin MacNamara – Senior Copywriter
Bonnie Ledsam – Senior Account Manager
Claire Seffrin – Senior Onscreen Producer
Simon Holdaway – Senior Print Producer
Content Production:  Infinity Squared
Rob Stanton-Cook – Director
Annie Schutt – Executive Producer
Photography: Sam I Am Management
Joe Wigdahl – Photographer


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