Air New Zealand encourages Kiwis to embrace extraordinary adventures in new campaign via Bastion Shine
Air New Zealand is inviting Kiwis on a journey to see the world through a new lens, launching the next evolution of its brand through a new campaign ‘Your extraordinary adventure awaits’ developed by Bastion Shine.
The shift signifies a pivotal moment for the airline as it embarks on the next stage of its own journey, setting its sights on the future and redefining its role in shaping the travel aspirations of its customers.
The new campaign encapsulates Air New Zealand’s dedication to empower New Zealanders to dream big and broaden their horizons.
Air New Zealand general manager brand and marketing Jane Anthony says the campaign marks a fresh approach for the airline: “The new brand direction embodies the spirit of adventure, curiosity, and the limitless possibilities that travel brings. It is a celebration of the unique Kiwi mindset that embraces the idea that, no matter where you start, you can go on an incredible adventure.”
The heart of the campaign lies in the enchanting narrative of a father-daughter duo whose bedtime story transforms into a mesmerising journey around the globe. The storyline unravels the magic hidden within the travel journey, inspiring viewers to see the world through a new and imaginative lens.
This captivating tale captures Air New Zealand’s commitment to fostering a sense of adventure for its customers, no matter where their destination is.
Says Anthony: “’Your extraordinary adventure awaits’ serves as both an invitation and a declaration – an invitation for New Zealanders to embark on transformative journeys and a declaration of the airline’s unwavering commitment to enabling adventure.
“The campaign is more than a visual spectacle; it represents a cultural shift for Air New Zealand. After focussing on rebuilding the airline following a challenging travel period, we are signalling a shift back to facilitating the sense of wonder and excitement that travel brings.”
’Your extraordinary adventure awaits’ is featured across various platforms including, TV, digital media, out of home, and social channels from 12 May 2024.
Client: Air New Zealand
GM, Brand & Marketing – Jane Anthony
Brand Lead, Brand & Marketing – Jen Macindoe
Chapter Lead, Brand and Marketing – Ashley Aitken
Senior Brand Specialist, Brand & Marketing – Holly Rogers
Chapter Lead Content Marketing, Brand & Marketing – Saini Tuitupou
Content Delivery Manager, Brand & Marketing – Casey King
Chapter Lead Social Media, Brand & Marketing – Maria Jackson
Global Brand & Social Media Specialist, Brand & Marketing – Raman Mahi
Agency: Bastion Shine New Zealand
Executive Creative Director – Dom Antelme
Creative Director – Ben Barnes
Creative Director – Matt Webster
Executive Producer – Pip Mayne
Creative Services Director – Mel Tombs
Managing Director Bastion Creative – Toby Sellers
Business Director – Kristina Lindsay
Chief Strategy Officer – Andy McLeish
Head of Strategy – Ryan Jordan
Production Company: The Sweet Shop
Director – Mark Albiston
Executive Producer – Ben Dailey
Executive Producer – Kate Roydhouse
Producer – Andy Mauger
Casting – Catch Casting
DOP – James L. Brown
Production Designer – Neville Stevenson
Art Director – Jon Lithgow
Wardrobe Stylist – Child and Father– Kristen Seth
Wardrobe Stylist – Bulgaria – Kate Ruth
Editor – Ten Three | Liam Bachler
Colourist – Images and Sound | Alana Cotton
CGI / 3D – Danger FX | Mark Williams
Online – The Machine Room | Stu Bedford
End graphic – Richard Borg
Service Company Bulgaria – Film Maker | Exec Producer – Christopher (Fori) Bojilov
Service Company Kuala Lumpur – Take Two Productions | Exec Producer – Hong Kiat Goh
Elvis Presley Clearances – Level Two | Marcus Brooke-Smith
“Rights of Publicity and Persona Rights: Elvis Presley Enterprises, LLC”
Stills – Match Photography
Photographer – Fraser Clements
Producer and Agent – Gerardine Turney
Retouching – Cameron Jones
Music | Beat Worms
Composer – Cam Ballantyne
Sound design | Native Audio
Sound Designer – Greg Junovich
Producer – Ariana Mirus
27 Comments
Coulda been good.
So much going on. Unmemorable. No emotion. Unlikely to be effective. Not worthy of the national carrier, despite the obvious big budget. A shame, the premise is solid but the execution lets it down, massively.
Love this work! Great job to the team at Bastion Shine, Sweet Shop and everyone involved!
Try and get out more.
Now that’s the air New Zealand we know and love.
Proper global work. Awesome work Shine!
What did I just watch here? What was the OpenAI prompt on this one?
What a mess of a campaign, no wonder they’ve been putting off releasing it. Far too much going on for any of it to be noticed.
Emotive and innovative approach, almost shed a tear at the end. Well done air Nz!
A pity. Nicely shot but there is no emotion. All the bells but no whistle.
Looks like the uncontrolled kitsch of the True era. Maybe better for Expedia? It’s colourful at least…
A level below as is standard from this crew
This is stock.
The issue with modern marketers is their love of safety, niceness and lack of edge.
This is a perfect example of it.
It’s a 60” that feels like a cutdown. Every shot needs more time and space. Could’ve been something.
Why did they do Lotto OOH?
Feeling let down by Bastion ’cause they didn’t like your book petal?
This is very nice work, much better than the tripe served up by other national carriers.
What a sad comment from ‘bastion’ are the books you get printed on parchment old fella?
Yeah but what’s the leg room and the dinners like in cattle class?
Great piece from Shine! Love the fairytale-like storyline, super cute, colourful and fun to watch.
Self indulgent. You don’t have to sell people on the idea of a holiday.
You have to tell them why they should book with Air NZ over other airlines.
Nah, a ‘book’ is what you need to get a job as a creative. But you needn’t worry about that sunshine.
“sunshine” literally what elderly angry white guys call younger more talented people when they feel threatened. Next you’ll call me a whipper snapper. Get back to your stack of books maybe you can buy some talent today.
Everyone in advertising calls a portfolio a ‘book’. Whipper Snappers included. No one is wiring to bring them to Shine though.
Really good idea, executed beautifully. But obviously tinkered with by air New Zealand. Would have loved to have seen the original version from the agency / director. Well done Bastion Shine and sweet shop.
A turd rolled in glitter. I remember when there were funny ads for Air NZ. But then that was 20 years ago.
attention all bastion staff, we can see what you’re doing, time to log off the blog
AirNZ ads are now the equivalent of the middle aged woman in your office who spray paints her hair pink and wears an XXXL greenstone necklace and hates anything that might make her feel uneasy. Her title is Marketing Director.
As a national carrier, I expect something better. Something that makes me proud. Instead it’s just a tick box exercise.