Qantas recruits Hugh Jackman to tackle diversity, asking Australians to ‘stand up’

Qantas has recruited Australian actor Hugh Jackman and Australian of the Year Adam Goodes to tackle diversity in a campaign which encourages Australians to “stand up” for equality.

Created by Brand+Story, the ‘Stand Up for the Spirit of Australia’ campaign features a same sex couple getting married, wheelchair basketball players, Muslims playing cricket, Wallaby rugby players celebrating with the crowd and people marching in the Mardi Gras parade.

The ad aims to express Qantas’ Australian spirit of “standing up for a fair go”.

Vanessa Hudson, Qantas group executive, said the company carries over 50 million people from all different “walks of life”.

“We don’t all think, look or act the same and that’s a huge asset. This video is about celebrating the strength that comes from diversity and why it’s one of the great things about the kind of place Australia is.”

Goodes added: “As a Qantas Ambassador since 2013 I continue to proudly stand up with Qantas and support their commitment to promoting diversity and inclusion in Australia and celebrating the contribution of Aboriginal and Torres Strait Islander people this great nation.”


  • AGENCY: Brand+Story
  • CREATIVE: Paul Chappell + Josh Whiteman
  • DIRECTOR: Josh Whiteman
  • PRODUCERS: Karen Muxworthy + Mick Perry
  • DOP: James Brown + Aaron McClisky
  • EDITOR: Cameron Hales, The Butchery
  • ONLINE POST: Drew Downes, The Refinery
  • POST PRODUCERS: Amelia Bromley + Rose Harding, The Butchery
  • SOUND DESIGN: Abby Sie, Song Zu
  • MUSIC: Karl Richter + Mel Jong, Level 2
  • MUSIC ARRANGEMENT: Bernard Fanning + Nick DiDia

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