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Case Study
Transport
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Air New Zealand ‘Passports’

The new brand campaign for Air New Zealand marks the exciting first step in inspiring New Zealanders to open their eyes to the unexpected path when they travel. Because when we do, we can craft an extraordinary life story.

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Transport
Services
Advertising
Brand
Creative
Strategy
Expertise

In a category that’s bound to conventional thinking, rules and regulations, Air New Zealand, a lot like New Zealanders have an unconventional way of looking at the world. And this leads to a different kind of experience for everyone who flies with them. 

While this belief is part of the fabric of Air New Zealand, it hasn’t been overly visible to how they show up in brand communications the past few years as a result of the Pandemic. Now that the airline is beginning to spread their wings again, we’ve developed a new brand strategy to provide Air New Zealand with a point of view that inspires all of us to see feel and explore the world through fresh eyes. Because when we do there is nothing that we as an airline, we as New Zealanders, or as a country, can’t achieve.

‘Passports’ is the first campaign to launch this new direction through a father telling his daughter an extraordinary bedtime story about his life adventure. We see the story through the eyes of his daughter, who actively engages with what she is hearing with wonder and excitement. 

We see the story conclude when we see her father has been reading from his passport. The father then passes his daughter her first passport, and tells her that her extraordinary adventure is just beginning.
‘Passports’ will lead with a lead video asset, and a suite of short form digital video with support from visual storytelling in Outdoor.

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