Qantas unveils one of Neil Lawrence’s last works, the second stage of It Feels Like Home
Just months after the tragic death of Neil Lawrence Qantas has unveiled the second stage of his acclaimed It Feels Like Home campaign.
The new two-minute long film turns its focus on a single family reuniting from around the world and Australia.
Olivia Wirth, Qantas brand marketing and corporate affairs group executive, said the new work built on the tone set by the original ad.
“With this second series we wanted to evolve the story of homecoming by focusing on one family and telling the stories of each of the family members,” said Wirth.
https://www.youtube.com/watch?v=ldQQiTJ1KN0
“The story of the Shelper family, of siblings living in different part of Australia and the world, is a very real one for many Australians.”
“The anticipation, the joy and emotion felt when journeying home is powerful and for many Australians that sense of homecoming starts the moment they see Qantas’ red tail or step on board.
“Again this is the spirit we wanted to capture with this second series – it’s a spirit that taps into the heart of what Qantas has been doing for almost 100 years.”
The two minute film has also been broken down into four 60-sec commercials, each focusing on a different part of the family.
The work was in its final stages of production when Lawrence died in the Maldives while on holiday, and Tanya Jones, managing director of Lawrence Creative Strategy, said he had wanted it to reflect the lives of everyday Australians.
“Neil’s vision was to tell the story of homecoming in a very authentic way,” said Jones.
“He was committed to using real people, telling real stories and capturing real emotions felt when returning home and being united with loved ones.
“He was also very proud to be working with Qantas and showing the unique role Australia’s airline plays in people’s lives.”
The ad will launch on TV on Sunday night and will also run in cinemas and online.
Simon Canning
Lovely work and a great celebration of family. Congrats to Stephanie Tully and her team at Qantas.
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Tully and Wirth – Qantas has a marketing and PR match from heaven for as long as they both last!!
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Lovely, moving and wonderfully old fashioned stuff.
Well done George Saada, Karen Sproul and Chris Dewey … Mojo and MDA veterans all.
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Captures the Qantas vibe beautifully. Well done Adrianne Nixon and gang.
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