Howatson+Company has shared the hero film for its latest campaign for Qantas, the official airline and partner of the Australian Olympic and Paralympic teams: Already Proud.
Set to the track I Made It by Australian artist Tones & I (Toni Watson), the campaign vignettes the emotional hometown send-offs of eight Australian Olympic and Paralympic athletes on their way to the Summer Games. The sentiment is captured by the final tagline: “Before the world watched, you’d already made us proud.”
In addition to the hero film, the integrated campaign, which launched during the Olympic Games opening ceremony, includes a rollout across out of home media and hand-painted murals in athletes’ hometowns across Australia.
Australian swimmer Ariarne Titmus
Founder of the creative agency, Chris Howatson, took to LinkedIn on Tuesday to highlight the work.
“Incredibly proud to share our latest work for Qantas,” said Howatson.
“The only honour greater than representing your country is representing your hometown. As the official airline and long-term partner of the Australian Olympic and Paralympic teams, Qantas celebrates the hometown pride friends, families and communities across the country have for our athletes. No matter what happens in Paris, we’re already proud.
“Our campaign features eight incredible athletes and captures their emotional farewells before boarding their very special flight.”
The post credits Qantas Group’s CMO Petra Perry, head of airline marketing Jodie Teaken, head of brand and creative services Gemma Matthews, senior manager of brand and creative strategy Megan Smythe, senior manager of brand and marketing projects Bonnie Ledsam, senior manager of partnership and events Lauren Halliburton, senior manager of partnerships Bonnie Rayner, senior manager of creative content Mark Spencer, and photographer Brent Winstone.
The production partners credited include production company Collider, director Rob Stanton-Cook, post-production company Heckler and its sound specialist arm Heckler Sound, as well as music consultancy Trailer Media and its owner-director, Anton Trailer.
Howatson+Company is also behind the Australian brand campaign for Worldwide Olympic and Paralympic Insurance Partner, Allianz Insurance, with Go Australiaahhh launching last month. The campaign leverages the Allianz ‘Ahhh’ brand code, a sound reminiscent of cheering for Aussie athletes, to strengthen the insurer’s association with the Games.
The run of work follows the agency’s recent Bronze Lion win at Cannes International Festival of Creativity for its work with brewery Matilda Bay on the campaign Your 2nd Favourite Beer.
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Top image: Australian wheelchair rugby player, Chris Bond