Bastion Shine, dentsu and Air NZ launch new platform for Airpoints

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AUCKLAND, Today: Britomart-based creative consultancy Bastion Shine and dentsu have relaunched a new creative platform, Don’t Live Pointlessly, designed to show New Zealanders how they can transform their everyday spend to unlock the power and joy of travel.

Shine chief strategy officer Andy McLeish said: “Kiwis are considered as some of the world’s greatest travellers, and while Aotearoa celebrates the return of international travel with borders reopened, Airpoints, in partnership with Bastion Shine and dentsu, have relaunched this new creative platform.

“It’s been said that travel should be prescribed as therapy to relieve stress, grow relationships, and aid mental health; and Airpoints want all New Zealanders to experience those benefits.

“Airpoints worked with Bastion Shine to redevelop the new brand strategy and platform. The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base.

“We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

“I love that a child’s fun is at the heart of the idea – the simple stuff of kids being kids and roaming about and exploring the world.”

The lead 60” AV and social campaign was directed by Adam Stevens and produced by Good Oil.

Bastion Shine CCO Rich Maddocks said: “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight.

“The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully we’ve done that.”

The new platform launched as an integrated campaign across broadcast, digital, social and OOH on May 1.

Further activity is set to launch over the coming months aimed at enhancing engagement with the programme further by showcasing the multiple ways to earn and spend Airpoints

“So,” says Maddocks, “in a short space of time, we hope all New Zealanders have learned not to live pointlessly.”


Client: Air New Zealand
General Manager, Brand & Marketing: Jeremy O’Brien
Senior Manager, Brand & Marketing: Imogen Thornton & Sarah Sangster
Loyalty Brand Manager: Olivia Brown
Airpoints Marketing Executive: Samantha Bogun
Manager, Content Hub: Saini Tuitupou
Photographer: Matthew Collins & Shannah Gibson

Creative Agency: Bastion Shine
Chief Creative Officer: Rich Maddocks
Creative Director: Oliver Green
Art Director: Oliver Green, Hamish Cullen
Copywriter: Oliver Green, Zach Hall
Senior Business Director: Sabrina Hemmingsen-Jensen
Business Director: Danny Murphy
Chief Strategy Officer: Andy McLeish
Group Strategy Director: Julie Darlow
Head of Design: Danny Carlsen
Senior Designers: Luke Guilford & Brendan O’Dwyer
Designers: Hannah Christenson, Tim Wightman
Senior Producer: Pip Mayne

Media Agency: dentsu Media
Managing Director, Media: Richard Hale
Agency Director: Courtney Wide
Strategy Director: Amy Green
Group Business Director: Cara Coutts
Business Director: Abel Banda
Senior Digital Manager: Lily McCallum
Digital Manager: Hannah Morgan
Business Manager: Annabel Tietjen
Digital Executive: Erin Craig

Production: Good Oil
Director: Adam Stevens
Producer: Andrew McLean
Managing Partner: George Mackenzie
DOP: Creighton Bone
Editor: Dan Kircher
Costume: Karen Indebitzen-Waller
Production Designer: Bruce Everard

Sound studio: Liquid
Producer: Tamara O’Neill
Creative Director: Pete Van der Fluit
Engineer: Craig Matuschka

Blochead: VXF Animation incl Gorilla
Lead contact: Nigel Mortimer

Social editor: Richard Borg
Retoucher: Cameron Jones

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