“There’s Lots Of Humans In Airline Ads, But Not Much Humanity”: BWM Dentsu

“There’s Lots Of Humans In Airline Ads, But Not Much Humanity”: BWM Dentsu
SHARE
THIS



Creative agency BWM Dentsu has just launched its first work for Qantas in a series of ads and assets about the airline’s employees. We had a sit down with the agency’s head honchos, ECD Ash Naidu and MD Alex Carr, for a behind-the-scenes look at the campaign and whether it lived up to the Flying Kangaroo’s acclaimed ‘Welcome Home’.

The vehicle tailing the crew was packed with family members. While the packed carload wasn’t in ad, they were supporting their kin who was one of the stars in the latest campaign for Qantas. It was a poignant moment, reminisced Ash Naidu, the creative mind behind the two-week old campaign.

The executive creative director at BWM Dentsu said the quirks and stories of each Qantas staffer in the spots showcased their passion for the job. It brought a smile to his face when he sat down for a chat with us.

The campaign coming from BWM Dentsu is the creative agency’s first work for Qantas since winning the account last November. The series highlights four Qantas employees, their jobs, tales and what makes them them.

While Naidu and managing director Alex Carr are thrilled how the campaign turned out, there was underlying pressure from the airline’s previous campaign ‘Welcome Home’, which brand manager Olivia Wirth said they had to hand out tissues to focus group members when it first launched.

“What we took from the ‘Welcome Home’ piece that we loved, tonally and also thematically, was the humanity of it,” said Carr.

“There’s a lot of humans in airline ads, but there’s not much humanity, and there’s a huge amount of humanity in the ‘Welcome Home’ piece because it’s true.”

Carr noted it’s hard for agencies to swoop in on another’s work – the ‘Welcome Home’ campaign was developed by Lawrence Creative Strategy – and create something that feels the same. “It was a huge challenge.”

And the trouble with just asking employees to tell the camera why they love their job is it turns into a cheesy testimonial piece. Which was why they had to interject the titbits and stories, explained Naidu.

Selecting the employees

Obviously, Qantas employs a lot more than four people. For Naidu, the process involved hours of interviews with staffers, trying to coax out interesting stories to feature.

“We needed people who could sit down and be very easy to talk to,” he said. “You had to dig a little to find those stories.”

A Qantas staffer involved in the brand side sent out an internal email to staff requesting potential protagonists. The customer-facing employees were the first to raise their hands, however Naidu said not many engineers were interested in being involved, and many others were shy.

The final employees who made it into the ad series were:

Rachel Bacon, engineer

George Fountoulakis, baggage handler

Jennifer Catalano, lounge host

Egon Mahr, A330 captain

Development of the campaign

The turnaround since winning the account and launching the campaign was three months. Carr praised the team for working tirelessly for the period; getting all the print and digital work ready.

“It was pretty intense,” remarked Carr, “but relatively stress-free”, to which Naidu, the creative brains behind the campaign and the one on all the shoots, shot Carr a wry look.

When trying to cajole the stories out of the employees, it couldn’t be a point-and-shoot-while-telling-the-story type film. Naidu said the interviews on camera often lasted a lot longer than expected.

But it was made easier, put in Carr, by the fact Qantas knew exactly what it was looking for. It’s a brand that knows what it stands for and what it should sound like, he said.

Despite being a speedy turnaround, Naidu remained smiling. He reminisced about a particularly quirky moment on set when sitting in the car with one of the stars, only to turn around and see a giant zucchini nestled in the back seat.

“It was the weirdest thing,” chuckled Naidu.

 

Latest News

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M
  • Media

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M

oOh!media has acquired Here, There & Everywhere-owned Adshel for $570 million. The move follows a bidding war between oOh!media and APN Outdoor for the outdoor street furniture business. In April, Here, There & Everywhere (HT&E) received a revised offer of $470 million from oOh!media for Adshel, however, HT&E claimed it wasn’t the “most attractive” one […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]