Qantas has unveiled the second part of its 'Feels like Home' campaign, almost a year to the day it announced its biggest ever brand push.
The campaign is a continuation of the same theme, and was created by the late Neil Lawrence and his creative shop Lawrence Creative Strategy.
The second series follows the story of the Shelper family as they come together for a family celebration. The real stories of different members of the family are told as they reunite with their loved ones for a celebration lunch on the verandah of the family home.
Filmed in New York, Los Angeles, Brisbane, Sydney, regional Victoria and Longreach, the series also highlights the reach of Qantas’ international, domestic and regional network and the airline's employees.
Four 60-second videos have been created around each of the homecoming stories, together with a longer two-minute montage. These will be screened on broadcast, free-to-air, and Pay TV, digital and complemented by out of home, cinema and print advertising.
The campaign was designed to reposition the business following a major organisational restructure as it looked to re-engage with the emotion people feel for the brand and to fend off the negative attention from job cuts.
Renowned creative adman Lawrence died while holidaying in the Maldives in July this year – sending shock waves throughout adland. Lawrence had just finished a feature film-length anti-poker machine documentary.
Lawrence first carved out a reputation during his time as creative director at Young & Rubicam in Adelaide – now George Patterson Y&R – before moving to Y&R Sydney and continuing his career.
He later started Whybin Lawrence TBWA in Sydney, with some controversy. But he courted controversy. Lawrence was a co-architect of the Kevin07 election campaign but later turned on Labor’s mining tax with an ad campaign for the mining lobby. He has said he was personally against the policy. But later he was a hero again for Labor when he and Labor pollster Tony Mitchelmore teamed up to help win the South Australian election against the odds. It was that same partnership with Mitchelmore, as consumer researcher, which produced the Feels Like Home campaign for Qantas last year.
The latest set of films will be released via email to Qantas Frequent Flyers today, via digital channels on 7 November and on television from 8 November.
Creative Agency: Lawrence Creative Strategy
Executive Creative Director and Copywriter: Neil Lawrence
Creative Director: Chris Dewey
Client Service Directors: Adrianne Nixon, Jennifer Clarke
Agency Producer: George Saada
Production: Exit Films
Director: Mark Molloy
Producer: Karen Sproul
DOP: Chayse Irvin
2nd Unit DOP: Sam Chiplin
Editors: The Editors: Bernard Garry, David Whittaker and Jessica Mutascio
Post Production: Alt VFX
Colourist: Ben Eagleton
Music: Mark Rivett
Composer: Randy Newman
Vocal Artist: Martha Marlow
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