Brief: Create a campaign concept to showcase the direct Air New Zealand Dreamliner flight from Perth to Auckland.
Proposition - Wake up in dream New Zealand.
The convenient direct flight from Perth to Auckland means you go straight from A to Z. This replaces the punishment of long flights and transfers with one incredibly easy overnight journey.
Flying direct from A to Z is "Easy AZ". We used a mixture of destination and product features to showcase a direct message and that flying is easy with Air New Zealand.
Our initial presentation followed a similar direction that was modified to follow guidelines and mandatory copy additions. Tactical executions were created to help bring the idea to life but were later dropped due to budget restraints.
We pitched using shazam images on billboards for waiting passengers to access special deals, and using petrol bowser handles to highlight that Air New Zealand doesn't take pit-stops.