QANTAS launches ‘The Great Crusade’ a call for entries to join Wallabies tour via Wonder
2011 is a huge year for the QANTAS Wallabies and today QANTAS launched a their latest initiative around the national team titled The Great Crusade. The Great Crusade is a supporter’s tour that will follow the Wallabies in a massive convoy of twenty-five luxury branded Campers all over New Zealand.
The Crusade will take in the best that New Zealand has to offer, including vineyards, mountain ranges and beaches, bungee jumping, jet boating, thermal springs, plus, concerts and plenty of buzzing nightlife.
On board will be all sorts of talent including ex Wallabies, rock starsand comedians as well as competition winners that will have securedtheir spots via a promotion that launched today. Entrants are asked toshow how far they will go to support their team via a video upload tothegreatcrusade.com.
Every moment will be captured by award winning Director Gregor Jordan(Directing film credits include Two Hands 1999, Buffalo Soldiers 2001,Ned Kelly 2003 and Unthinkable 2009) and distributed to a globalaudience. Tourism New Zealand is a key commercial partner in theproject with the Auckland, Wellington and Christchurch regions takingthe lead.
Gregor, Wallaby great Matt Burke and TV personality Mike Goldman who will also join the tour will judge the entries.
It is the first work produced by young agency Wonder for QANTAS. Leadagency is Wonder with Ogilvy One producing Digital and Social Media andZenith Optimedia the campaigns media planning.
Qantas executive manager marketing Lewis Pullen said The Great Campaignidea developed by Wonder was an ideal opportunity for Qantas toleverage its sponsorship of the Qantas Wallabies.
“The Great Crusade campaign provides Qantas with the opportunity toconnect with rugby fans in a new and engaging way, particularly inAustralia, and further increases the awareness of the airline’s supportof the Qantas Wallabies.”
Wonder creative director Glen Condie said “Qantas…the Wallabies, what adream creative gig. We’ve been counting down the days for this to startfor ages.”
The New Zealand tour commences in September 10, 2011 and concludes on October 24th 2011.
Credits:
Lead Agency: Wonder
Creative Director: Glen Condie
Digital and Social Media: Ogilvy
Creative: Steve Street, Kevin Phillips
Media: Zenith Optimedia
Digital Film: Finch
Michael Hilliard, Andy Marich, Marge McInnes
21 Comments
Ever try to get the smell of tragic retail out of a caravan? Did Wonder win the pitch with the lowest bid?
It’s a Wonder this idea made it past the first level of research, but then again, it is Qantas, and they’ve been committing marketing suicide for some time now. Like the Christians heading for the Holy Land before them, this traveling circus of a ‘crusade’ will be DOA (Dull On Arrival), and if the promo spot and the website are an example of the storytelling artistry we’ll all be sharing with the caravanites, well we can’t wait to tune in to the adventures.
This is the kind of support that the Wallabies could use allot less of if they want to have any chance at competing for the Cup. The All Blacks do gravitas and the Qantas Wallabies counter with farce.
fucking years ahead of its time.
Missed opportunity. Good idea executed badly. Crook production values, clearly a $5 spot but you get better pictures than that regardless of budget.
Ever try to get the smell of retail out of a caravan? Wonder must have won the pitch with the lowest bid, and it’s a wonder this idea made it past the first level of research, but then again, it is Qantas, and they’ve been committing marketing suicide for some time now.
Like the Christians heading for the Holy Land before them, this traveling circus of a ‘crusade’ will be DOA (Dull On Arrival), and if the promo spot and the website are an example of the storytelling artistry we’ll all be sharing with the caravanites, well we can’t wait to tune in to the adventures. Now if this were a reality show and we could see Matty Burke getting drunk with the happy travellers and telling some blokey stories from yesteryear, but alas.
This is the kind of support that the Wallabies could use allot less of if they want to have any chance at competing for the Cup. The All Blacks do gravitas with a deodorant and the Qantas Wallabies counter with farce in an airline.
i agree with 6:48.
I hope everyone involved now understands why you never ask Footballers to deliver dialogue to camera.
Shame the execution is so poor as the Caravan idea has potential
i find it hard to believe Gregor Jordan directed this?
Lewis, you’re such a deft hand with a lever, Anzac Airlines, the Lab, dead bodies everywhere. Looks like you’ve done it again with this campaign for Qantas and the Wallabies. The magic touch, of a black widow.
Just when I thought it just couldn’t get ANY shitter, they bring out ‘scratched record sound effect as action comes to a halt.’
Fuck me.
What do you say? This lot clearly think it’s good.
Hey all, a couple of corrections. The spot is not a TVC, it is simply a little digital piece that lives on the website to give a bit of colour to give an idea of what we are doing on the Crusade. And Gregor is Directing the long content shoot whilst we are on tour down the track. You’re a clever lot, if you love footie then make a spot…
idea has great potential, be interesting to see how they go with it
Anyone that doesn’t think following the wallabies around NZ for the world cup in a bunch of vans is a ripper of an idea is a skinny jean wearing rollerblader from Bondi. Oh hang on, that’s you lot.
Glen, just because its content rather than a TVC, that doesnt excuse it for being shit. There are plenty of examples of long-form film/content that are hugely entertaining and engaging. This, sadly, is not one of them.
Presumably 11:03’s ‘ripper of an idea’ post is the same CD who described it as a ‘dream creative gig.’
Lewis, leave marketing alone, it obviously doesn’t like you.
Cut to day three outside Wellington, after a 50 point Wallabie victory over Tonga the night before. Everyone’s seriously hungover from the premature celebrations, and a miserable night’s sleep in the cramped caravans. Dodging the empties and the vomit has soured the mood, but today’s agenda for the cameras and the marketing team, who are still sipping the cool-aid of their ‘dream creative gig’, is bungie jumping. Come on everybody, rise and shine!
Ever heard of the Donner Party? They’ll be eating their young before this ship of fools has docked back in Oz, and Gregor will be questioning why he ever signed up for the barbecue, unless of course he manages to get a reality show out of the mayhem he’ll no doubt be able to capture when the A camera’s not rolling. The director’s cut may not exactly be Qantas material, but minus the brand, it might be a big hit on You-Tube.
Can’t wait to see Pullen and Condie coaching the creative team to push more branding into the frame, and to bring those Qantas happy smiles front and centre.
Be careful what you wish for, ’cause with reality tv, you actually get reality, and we’re talking RWC, not happy children singing that insipid song.
why is a girl holding up a sheet of paper with x25 on it???
Great idea! I can’t wait for the World Cup and the Wallabies need all the support we can give.
I know nothing about advertising, and by the sound of you wankers, i’m glad I don’t. It’s a competition to support our national team for god’s sake. The majority of the population don’t give a toss about what you self important prats think. Just get behind the Wallabies and stop talking such rubbish.
By the way, I have nothing to do with this competition or the people who organised it. I’m just a rugby fan who was interested in finding out more about it.
Who is the actress in this promo?
Is pretentious still an outfit worn in Sydney? Apparently amongst high school educated advertising execs it’s the new black.
Well me and my mate won a trip with this caravan of ennui and we couldn’t be more excited. Think of us when your ordering your $15 half gin and orange at that swanky ‘new’ rooftop bar on Castlereagh that seats 9 people, whilst waiting for the delayed coverage of the Australia Tonga game on your channel of choice. We wont be thinking of you
Cheers
GO THE WALLABIES