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A year ago we launched our first campaign for Air New Zealand.

This week our follow up work breaks under the banner “Personality Allowed”. Air New Zealand don’t have onerous rules that result in cookie-cutter crew, but trust them as individuals to uphold the brand and service values of the airline. For Air New Zealand, personality is allowed. This is what drives the great experience you receive as a passenger, and it’s the foundation for the new brand campaign this year. In fact the words were inspired by this tweet we saw from a passenger when we were in creative development:

We’re kicking off Personality Allowed in digital outdoor and online. You will see a selection of real Air New Zealand crew doing their thing on digital outdoor around the London underground. We worked with a commercials director Patrik Bergh, who’s great at working with ‘non-actors’, to get the best out of the crew. The shoot day was a long haul (sorry couldn’t resist) 12 hour session where they tried everything from kick boxing to Mick Jagger impressions in front of the camera. And true to form the crew remained up beat throughout.

The online executions in rich video and standard formats, showcase their personal opinions of the onboard product (such as food, wine and entertainment), and their recommendations for LA and New Zealand. Given they travel so much, the crew are micro-experts on these destinations and so we use video of them alongside Google Maps to showcase their recommendations. Sweet as. You can view a selection of the online work here.

We’ll be rolling out the campaign across consumer, trade and business audiences this year including some very Kiwi can-do executions. Watch this space.