Qantas flies into the Olympic and Paralympic Games in new campaign via Howatson+Company
Qantas has released its latest brand campaign ‘Already Proud’, developed by Howatson+Company. The new campaign celebrates the national carrier’s longstanding support for the Australian Olympic and Paralympic teams.
The campaign highlights the shared pride in Australia’s Olympic and Paralympic teams, and the deep connections and support they have in communities and towns right across Australia.
The campaign features eight athletes representing Australia in the Games including Jamieson Leeson (Boccia), Ahmed Kelly (Para-swimming), Chris Bond (Wheelchair Rugby), Cortnee Vine (Football/Soccer), Ariarne Titmus (Swimming), Matt Denny (Discus), Maurice Longbottom (Rugby 7’s) plus the Australian Artistic Swimming Team.
Says Petra Perry, chief marketing officer, Qantas Group: “Qantas has been proudly flying our Olympians since 1948 and our Paralympians since 2008 and we are incredibly proud to support our Aussie teams as they head to Paris.
“We take great pride in sharing in the athletes’ journeys and celebrating their hometowns as they prepare to compete on the world stage.”
The integrated campaign includes film, OOH and hand-painted murals in athletes’ hometowns across the country.
Client: Qantas
Creative Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Executive Creative Directors: Richard Shaw, Jeremy Hogg
Head of Production: Holly Alexander
Creative Directors: Scott Zuliani, Harriet Ronn
Senior Art Director: Tom Macphail
Senior Copywriter: Madeleine Semit
Senior Producer: Natalie Greaves
Planning Director: Georgia Pritchard
Group Business Director: Katy Ward
Senior Business Director: Becca Spence
Retoucher: Simon Merrifield
Finished Artist: Patrick Rivera
Production Company: Collider
Director: Rob Stanton-Cook
Executive Producer: Tom Slater
DOP: Sam Chiplin
Production Designer: Karla Milat
Editor: Adam Wills
Post Production: Heckler
Head of Production: Amy Jarman
Creative Producer: Isobel Jones
Flame Online: Drew Downes
Colourist: Matt Fezz
Casting: Northside Casting
Music Supervision: Anton Trailer, Trailer Media
Music: Tones & I – “I Made It”
Sound Studio: Heckler Sound
Executive Producer: Bonnie Law
Head of Sound: Dave Robertson
Sound Designer: Nat Joyce
Music Editor: Johnny Green
Production Assistant: Jack Okeby
Photographer: Brent Winstone
Media agency: OMD Australia
22 Comments
Lets be honest
This is so lame.
and a missed oppportunity to rebuild Qantas’ reputation
Absolutely disagree. This is an amazing ad, I love it. It’s right up there in tugging at the heart strings in so many ways. I’ve watched almost every hour of the actual competition main broadcast on Channel 9 and therefore I’ve seen the ad, who knows how many times, probably over 250 and it just makes me emotionally proud of our athletes and our country every single time. Credit where credit is due, I reckon, I have no personal connection with Qantas or the ad agency or staff or suppliers of either, and in my view the ad agency and Qantas should be offered congrstulations. Well done!-)
I’ve been loving this hard all week
And what event is he in? I think he’s my favourite of the lot.
Don’t love the red kangaroo, but fair’s fair this is fantastic
has passed. The ads are not hitting at all anymore.
If I was being super generous, I would say that this is not the worst thing I have seen lately. However, it is average, at best. But it is SO far from fantastic.
Literal wallpaper
change the logo and it could be anyone. This is the challenge with the Olympics.
Great work Heckler and Heckler Sound. Love the track and Edit
This is by far the best Olympics ad out there. It is beautifully shot and brought a tear to my eye. The performances are natural and heartfelt. Well done to all that was involved.
Don’t the staff members of H+C have better things to be doing than fluffing this massively average work in the comments section of Campaign Brief
This is my fav Olympics ad ever, well done to everyone at Woolies and their agency!
Love it, but isn’t this our ad?
Now THAT’S Gold.
Beautifully shot and crafted. Rob always delivering the feels.
Wallpaper indeed. The worst kind.
So generic, this could be for anyone. Or even worse, for any Olympic national team. From a brand that has such a distinctive platform with “I still call Australia home” this just comes off looking like a (really) expensive copy of every sports ad I’ve ever seen.
I dont work for H+C. But I’ll continue to ask this in every press release moving forward: why do we shit on the agency and not the clients here?
We have NO idea what was originally presented. Knowing H+C, it was probs pretty ripper tbh. Looking at the line up of creatives, they’re all some of the best. Its as if everyone on this blog has forgotten the punishment of shit clients, of which Qantas are. Let’s stop ganging up on each other here and instead come for the clients who are the end result, always.
(also this work really isn’t that bad, so not sure why everyone is so cross)
I think you completely missed .’s point. He wasn’t shitting on the agency for DOING the work. He was shitting on it for its people spending their time bigging it up in this comments section. Apologies for speaking on your behalf, ., but I feel the point had to be made.
I couldn’t dislike this campaign more. And it just wont stop! It’s a tired old insight just put to a boring, annoying music track and it’s ruining watching the Olympics for me. Whilst it’s trying to be so heartfelt, there’s nothing heartfelt about any of of it – even down to the athletes they used. What a missed opportunity. Every Aussie wants to love the Qantas brand, but these days it has got a lot of ground to claw back, it needs to recapture the feeling of the Spirit Of Australia work from the 2000’s. Like it or hate it, that stuff made hairs stand on end.
Only thing decent on the advert is Tones and I.
Where is Alan Joyce aka Mr Garden gnome.Took the money and ran away.I thought he had to face the music. Gutless gvt didn’t follow through.
GO Aussies+ Ukraine athletes