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 *
EXECUTION 1: OUTDOOR
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.
EXECUTION 2: GOOGLE MAPS TAKEOVER
EXECUTION 3: AUSTRALIAN MUSEUM X QANTAS
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
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