Qantas celebrates staff and the 787 Dreamliner in its newly launched campaign via The Monkeys

Screen Shot 2017-10-18 at 7.54.28 am.jpgQantas has unveiled its latest marketing campaign via The Monkeys, celebrating its people and their efforts to bring the world closer using the newest addition to the national carrier's fleet, the Boeing 787-9 Dreamliner.

The campaign is part of an ongoing series, profiling the stories of real Qantas people who are involved in the preparation and delivery of Qantas' Dreamliner; a pilot, an engineer, and cabin crew.

Qantas chief customer officer Olivia Wirth said the campaign celebrates the dawn of a new era led by the Dreamliner and the dedication of its people.

Says Wirth: "Customers have more options than ever when it comes to travel, but it's our people's dedication and passion for what they do, combined with our desire to innovate, that makes travellers want to fly Qantas.

"This aircraft opens up new routes around the globe which were previously unreachable, such as our nonstop Perth to London service. While the Dreamliner will bring the world closer, we're keeping safety, service, and a refined sense of comfort at the forefront of everything we do.

"It was important to feature real Qantas people as they offer an authentic passion and excitement for the arrival of the 787 Dreamliner. The look on their faces when they see the Dreamliner for the first time says it all."

Screen Shot 2017-10-18 at 7.57.53 am.jpgThe campaign profiles a pilot whose curiosity for flying began while his mother worked at the airline in the 1970's; an engineer's earlyScreen Shot 2017-10-18 at 7.57.25 am.jpg passion for mechanics and aviation started on a farm; and a flight attendant who immigrated to Australia at a young age and is passionate about making people feel comfortable and at home.

Says Ben Sampson, creative director, The Monkeys: "Being able to show the human side of something as technologically advanced as the new Qantas Dreamliner was a nice creative opportunity, and suited the Qantas brand perfectly.

"They have such spirited people and that was clear when we discovered the stories from three of their staff, and experienced their excitement at being part of the Dreamliner program."

The campaign will be launched on Sunday 22 October and feature on TV, outdoor, digital and social media channels. Filming took place in regional Queensland, Melbourne, Sydney and the Boeing facility in Seattle, Washington.

Qantas' first Dreamliner will arrive in Sydney on 20 October and will operate on selected domestic flights before beginning services between Melbourne and Los Angeles from 15 December. Perth to London direct flights take off in March next year.

Creative agency: The Monkeys
Co-Founder and Chief Creative Officer: Justin Drape
Creative Director: Ben Sampson
Copywriters: Chelsea Parks & Hugh Gurney
Head of Planning: Michael Hogg
Strategic Planner: Henry Bilston
Managing Partner: Matt Michael
Group Content Director: Humphrey Taylor
Senior Content Director: Samantha Heckendorf
Senior Content Manager: Demi Nielson
Head of Production: Thea Carone
Senior Integrated Producer: Sally Lankshear
Senior Digital producer: Kit Peebles
Digital Art Director: Eva Godney
Production Company: Collider
Director: Rob Stanton-Cook
Executive Producer: Rachael Ford-Davies
Producer: Annie Schutt
DOP: Kieran Fowler
Editor: James Ashbolt, ARC EDIT
Grade & Online: White Chocolate
Music & Audio Post: Song Zu
Photographer: Paul Blackmore, Red Door Productions
Retouching: Cream Studios

Media Agency: OMD
Business Director: Dorothee Gomez
Account Director: Caroline Fiechter
Account Manager: Christian Bendelack
Trading Director: Anastasia Nicholas


Giggity Giggity said:

How did the Monkeys manage to cast Quagmire from Family Guy as the pilot? Genius

bob said:

I'm sure they'll be talking about these spots for seconds to come over a beer at the dac

Circa 1980s said:

Saw it back then. Just seen it again now. well spent

Pwc said:

well that was dull

If accountants made ads... said:

I think they would be just like this.

Rightio then. said:

To all the above, it's the launch of a plane, what would you have done? Barrel Rolls?

Not the usual shitty comment person said:

How does this bode with QANTAS' plan to offshore all maintenance less than 2 years ago? And the ultimate fallout from that?

When your company is an icon and you have internal staff issues, half your target market are the people on the ground making things happen. I can't see how any of them would respond well to this after Joyce's repeated calls to offshore maintenance.

Zzzzzzzzz! said:

Maybe the aim was to create ads that put people to sleep - thereby reinforcing the "Dreamliner" brand.

Totally fine said:

Nothing wrong with this. Unsure it needed much planning as it’s an off-the-shelf strategic solution. Whoever did the casting probably deserved the biggest shout out as that looked like the only thing that took at least some effort. It will do its job. And that’s what’s important.

Samo said:

Testimonials using real people are all the rage but surprised the Monkeys lowered themselves to follow that formula for a brand like Qantas. And why do Qantas need an Agency like the Monkeys to make what is essentially a quite boring piece of content. Where have all the ideas gone?

Sarah said:

Insight: the Dreamliner is Qantas's most luxurious and exciting way to travel. Execution: watch a farmer bore the crap out of people while wiping dust off vintage cars.

@Deja vu said:

the stuff from bwm was equally dull as well.

Dee said:

Cannot wait to see what they do for NRMA.If I were the hotshot new CMO I'd be getting very nervous based on the Monkeys recent dross.

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