M&C Saatchi New Zealand's task was to promote the world premiere of the musical 'An Officer and a Gentleman', opening in Sydney. But more specifically, to ensure Qantas was kept … read moretop of mind for all NZers looking to travel to see the show. The challenge was ensuring what appears to be a traditional 15" retail read could stand out in a crowded radio environment, given limited media spend to do so.
The unexpected shift to a disconcerting crescendo of song not only snapped listeners to attention, but showed a lighter side to the Qantas brand and their passion for championing the spirit of Australia.
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