Casting Call

Making Australians the face of their favourite brand.
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The Challenge

When Qantas launched their new brand campaign in July 2012, they needed a creative concept that would engage directly with the public, involving customers, and positioning the brand as both contemporary and innovative.

The Idea

Wonder brought the new brand positioning to life by designing and building two professional sets manned by professional photographers. Located in Westfield Shopping Centres across Sydney and Melbourne, shoppers were invited to participate, having their hair and makeup professionally enhanced and their portrait taken.

Each person went in the draw to have their name either printed on the side of a 747 or their shot featured in TV and print commercials. In addition, they had the opportunity to win a share of 2.5 million Frequent Flyer points.

The Outcome

The photographic process was viewed by 662,132 intrigued Westfield shoppers; 1,130 of them snapped on film - a total exceeding the target by 10%.

National prominence was given to the Bondi Junction event with six live crosses to the Today Show, kick-starting the communications campaign.