JUDGE'S PICK

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JUDGE'S PICK *

BRIEF 09 -

integrated campaign

qantas

THE ASK: Come up an integrated campaign idea to advertise Qantas’ direct flight from Sydney to London and execute it across 3 different mediums.

PROPOSITION: Fly from Sydney to Melbourne non-stop.

INSIGHT: 250 million years ago, you could technically walk from Sydney to London because Earth had a single continent: the supercontinent of Pangea.

IDEA: Hark back to the good old times of  Pangea, the last time Sydney and London were as connected as they are now that QANTAS has direct flights between Sydney and London.

JUDGES' PICK

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JUDGES' PICK *

Text reading 'Back to Pangea' with a drawing of a pterodactyl

EXECUTION 1: OUTDOOR

Black and white advertisement for Qantas showing a map of the ancient supercontinent Pangaea, highlighting a historical connection between Sydney and London 250 million years ago, with the text 'The last time Sydney and London were this connected...'.

This hero visual shows the map of Pangea along with the campaign line.


You can get directions as if we still lived on one landmass with the QANTAS Google Maps takeover!
With AR street view, you can even see where the old coastline was and find prehistoric creatures that roamed your neighbourhood the last time Sydney and London were this connected… Plus, it’s easy to buy and browse flights with the QANTAS flights button in the bottom right-hand corner.

A line drawing of a hand holding a smartphone in an urban environment with tall buildings and trees in the background. The phone screen shows an augmented reality app featuring a cartoon dinosaur, specifically a pterodactyl, flying over the cityscape.

EXECUTION 2: GOOGLE MAPS TAKEOVER

EXECUTION 3: AUSTRALIAN MUSEUM X QANTAS

A woman using a smartphone takes a photo of a person dressed as a dinosaur skeleton exhibit at an interactive museum display, with a flying pterosaur illustration in the background, and displayed on the wall is a sign that reads 'Welcome to Pangea' along with logos for Qantas and the Australian Museum.

QANTAS sponsors a Pangea exhibition at the Australian Museum, showing what both Sydney and London looked like back in the days of Pangea: back when the fastest way to fly was on the back of a pterodactyl…

COUPLE OF NOTES ON brief 09…

I am almost always thinking about dinosaurs.

This was, by far, my most successful idea. If the Head of Marketing at Qantas sees this, please fill in the form below

#PangeaForever

SEE BRIEF 10 - COMMERCIAL CREATIVITY

ARE YOU IN CHARGE OF QANTAS’ AD BUDGET?

I can give you dinosaurs.

In fact, I could give you a whole suite of extinct-creature ideas.*

*Each idea sold separately