‘Don’t Live Pointlessly’ via Bastion Shine and dentsu

By AdNews | 13 May 2022

Air New Zealand's frequent flyer program Airpoints launched a creative platform, Don’t Live Pointlessly, in partnership with Bastion Shine and dentsu.

Andy McLeish, chief strategy officer at Shine: “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base.

"We wanted to re-ignite emotional connection with the Airpoints program through its largest benefit - that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

The lead 60” AV and social campaign was directed by Adam Stevens and produced by Good Oil.

Rich Maddocks, chief creative officer at Bastion Shine says: “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully we’ve done that."

The platform launched as an integrated campaign across broadcast, digital, social and OOH.


Client: Air New Zealand
General Manager, Brand & Marketing – Jeremy O’Brien
Senior Manager, Brand & Marketing – Imogen Thornton & Sarah Sangster
Loyalty Brand Manager – Olivia Brown
Airpoints Marketing Executive – Samantha Bogun
Manager, Content Hub - Saini Tuitupou
Photographer – Matthew Collins & Shannah Gibson

Bastion Shine
Chief Creative Officer - Rich Maddocks
Creative Director – Oliver Green
Art Director – Oliver Green, Hamish Cullen
Copywriter – Oliver Green, Zach Hall
Senior Business Director – Sabrina Hemmingsen-Jensen
Business Director – Danny Murphy
Chief Strategy Officer – Andy McLeish
Group Strategy Director – Julie Darlow
Head of Design - Danny Carlsen
Senior Designers - Luke Guilford & Brendan O’Dwyer
Designers - Hannah Christenson, Tim Wightman
Senior Producer – Pip Mayne

dentsu Media
Managing Director, Media – Richard Hale
Agency Director - Courtney Wide
Strategy Director – Amy Green
Group Business Director - Cara Coutts
Business Director - Abel Banda
Senior Digital Manager - Lily McCallum
Digital Manager – Hannah Morgan
Business Manager – Annabel Tietjen
Digital Executive - Erin Craig

Good Oil
Director – Adam Stevens
Producer – Andrew McLean
Managing Partner – George Mackenzie
DOP: Creighton Bone
Editor: Dan Kircher
Costume: Karen Indebitzen-Waller
Production Designer – Bruce Everard

Sound studio: Liquid
Producer - Tamara O'Neill
Creative Director - Pete Van der fluit
Engineer: Craig Matuschka

Blockhead: VXF Animation incl Gorilla
Lead contact: Nigel Mortimer

Social editor: Richard Borg
Retoucher: Cameron Jones

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