Last year we created ‘Is it just a Kiwi thing?’, an umbrella of thinking to guide all of Air New Zealand’s communications, shorthand for “is it just us who thinks air travel could be better?”, it opened a debate concerning the future of flying and created an antidote to the stuffy traditional airlines of the world.
With this year’s campaign I’ve opened up a smaller umbrella within ‘Is it just a Kiwi thing?’ based around the airline’s staff, something they certainly do better than most. ‘Personality Allowed’ is, on one hand, a dig at other airlines whose robotic, by-the-book, emotionless staff have given long haul a bad name, whilst on the other hand being a celebration of their great crew’s individuality and warmth and the love they have for their jobs.
For the campaign launch we chose to rely entirely on non-static digital media. Firstly to position ANZ ahead of BA and other traditional market rivals as the airline of the future and secondly as the best way to express personality. Alongside ‘Personality Allowed’, destination and Premium Economy were the main messages that we had to communicate this year, targeting business travellers to LA and leisure travellers to New Zealand.
Acclaimed director, Patrik Bergh and I met with a large cross section of crew to find out their interests, past times and opinions on all things Air New Zealand.
All outdoor executions are based on big, simple physical expressions of the crew’s personalities. The first burst of work fits neatly into 4 categories that’ll roll out week by week for the first month.
5s Digital 6shts
Week 1 / Zoolander-esque model poses
Week 2 / Dancing
Week 3 / Onboard in-jokes
Week 4 / Movies
10s Digital escalator panels
10s Digital 48sht
The making of Personality Allowed
A short film looking behind the scenes of the shoot.
Rich online media
With more time to engage the consumer, the online destination work looks further into the crew’s personalities as we filmed responses to their favourite tips and activities around LA and New Zealand. These were then mashed up with Google maps to provide an incredibly practical destination tool with a bigger heart than air travellers are used to.
LA Try it here
The one thing you must do in LA
The best sushi in LA
The most impressive place for a business meeting in LA
The best burger in LA
To promote Premium Economy, the usual legroom and seat pitch stats were injected with a little Kiwi personality as the flight attendant grabs and interacts with the cursor in a different way each time you roll over.
PE Try it here
For personal space
Standard online media
More personality as the crew share their opinions on onboard service and destinations.
Favourite onboard meal
Favourite Kiwi wine
LA’s best cocktail
New Zealand’s best sunset
And favourite film on their inflight entertainment
As the year continues, the need for static media will increase. Print work sits under the Personality Allowed umbrella continuing the reference to crew members.
Business class flatbeds in press