Behind the scenes all the rage and Air New Zealand joins the fray showing the "epicness" behind its latest flight safety video, involving survivalist and renowned urine-drinker, Bear Grylls.
The video gives a bit of background into the three-day shoot on the Routeburn Track, involving 50 cast and crew, safety experts, Scouts, helicopters, and bug man Ruud Kleinpaste.
The Bear Essentials of Safety video released last week has had over 2.7 million views online, including around 700,000 on Chinese content site YouKu.
Air New Zealand used True as its creative agency, not its two agencies of record DraftFCB or Saatchi & Saatchi, and Exposure's Kevin Denholm directed. Executive creative director Craig Pethybridge worked at Air New Zealand's last agency .99 for nine years.