Qantas launches second series in its ‘Feels Like Home’ campaign via Lawrence Creative Strategy

Qantas has unveiled the second series in the Feels Like Home brand campaign first launched on 9th November 2014 via Lawrence Creative Strategy.

The films have been released via email to Qantas Frequent Flyers and will launch on digital channels on the 7th of November and television from 8th November, 2015.

WATCH THE FILM

The second campaign is an evolution of the first and continues to speak to the heart of what Qantas does – bringing people home. For many Australians the home coming feeling begins as soon as they step on board.

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 features Qantas 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 complimented by out of home, cinema and print advertising.

This campaign is more than a series of advertisements. The stories provide content and a platform to engage across all our communication channels; from our social media, welcome aboard messages, newsletters to Frequent Flyer members as well as editorial opportunities with our TV and print partners.

The longer 120 second film tells the whole story of the Shelper’s reunion, while the four 60 second films tell the story from the perspective of the siblings who are traveling home – Kath, Christy, Anna and Brendan – being reunited with their parents and brother Phil.

Tony and Pat Shelper are both active and fit and they maintain a comfortable home near the water. We see them preparing the house for the arrival of their now extended family.

Kath is a film producer who often finds herself in remote areas of Australia as she looks for stories and locations.

Christy is married to DJ and has two children, Flint who is three and Toto who just turned one. Toto is the first granddaughter in the family. DJ can’t make it to the family get together this year because of work, so we see him farewelling Christy and the kids as they fly to the family reunion.

Anna is married to Dom and they have two boys, Samson who is seven and Harvey who is nine. They live on a property outside Melbourne and take their family dog with them to the family gathering.

Brendan is Tony and Pat’s youngest child. Eight years ago, Brendan moved overseas and has built a successful event management company. He’s decided to surprise everyone by showing up after telling them he can’t make it back for the special lunch.

Phil is married to Kate and they have two boys – Erik, four and Curtis, two. They live in NSW and pick Kath up at the airport. They haven’t seen each other for a while so the kids are very excited to see their Aunty.

The homecoming stories are again told against the musical backdrop of Randy Newman’s song, Feels Like Home sung by young Australian singer, Martha Marlow.

Qantas used real families and real Qantas employees in the series of films.

Qantas held a wide casting call looking for real Australians that had families who were spread out across Australia as well as internationally. We also asked crew and employees to be involved and you see a number feature in the films.

The Shelper family were chosen as many of the siblings live in different parts of Australia and Brendan live overseas and travels frequently for work.

Creative Agency: Lawrence Creative Strategy

Vocal Artist: Martha Marlow