Air NZ launches new brand campaign

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Air NZ has launched a new brand campaign, Where to Next, out of True. Buried, for the moment, is the zany humour of much of the airline’s recent work, replaced by stunning imagery from the countries Air NZ flies to, including new destinations Houston and Buenos Aires.

The glue that holds the campaign together is Kiwi songstress Gin Wigmore’s breezy, infectious interpretation of Tomorrow from the musical Annie.

The airline says this campaign – now in Phase 1 – will run for several years.

“This campaign will inspire more Kiwis to think about where to next for them personally as much as it will for friends and families thinking about their next overseas trip and business opportunities,” Air NZ head of global brand development Jodi Williams said.

“It has been 18 months in the planning and we are incredibly proud of it.”

The True team worked closely with Exposure director Kevin Denholm. “Kevin was able to deliver real moments with real Kiwis at home and around the world,” Williams says.

Three 90-second commercials were distilled from the 70 hours of footage shot by Denholm. And a microsite was also created for the campaign, which features interviews with Wigmore and Beck.

Air New Zealand works with several agencies in New Zealand and Australia. True leads all its brand and sponsorship work, FCB handles market development.


Agency: True
Executive Creative Director: Craig Pethybridge
Deputy Creative Director: Dom Antelme
Senior Creative: Ian Sweeney
Managing Director: Matt Dickinson
Group Account Director: Helen Prangley
Senior Account Manager: Jess Standidge
Digital Account Director: Kate Lennon
Producer: Michelle Delaney-Jensen
Stills Photographer: Paul Jones
Retoucher: Light Farm
Production Co: Exposure
Director: Kevin Denholm
Producer: Jess Milne
DOP: Marty Williams, Renaud Maire, Anna Howard
2nd Unit: Tim Parsons
Editor: Sam Brunette
Colourist: Ben Eagleton
Online and Post-production: Blockhead
Recording Studio: Liquid Studio
Producer: Tamara O’Neil
Sound Engineer: Brendon Morrow
Music Agent: Level Two (Tim Bern)
Composition: Tomorrow by Stouse/Charnin
Performed by: Gin Wigmore
Co-Produced:  by Gin Wigmore and Stuart Crichton

That’s one of the three Denholm commercials at the head of this page. Here’s the other two, plus the Making Of film (last video below).

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