Air NZ’s first major campaign launches since global pandemic

Following the appointment of Shine as brand and creative agency and production company Eight after successful bids for the coveted Air New Zealand advertising account, the airline’s first major campaign since the global pandemic has launched. 

Produced and directed by Eight with creative direction from Shine, ‘We fly for you’ has launched on TV, digital and social channels across New Zealand.

Shot in April, the campaign features 30 different narratives featuring over 150 talent, including 100 proud Air New Zealanders.

It was directed by award-winning Jamie Lawrence and produced by Claire Kelly.

Director Jamie Lawrence

Air New Zealand General Manager Brand & Marketing, Jeremy O’Brien, says: “The overarching story arch of ‘We fly for you’ is through the eyes of our customer. It’s a story of everyone having a reason for flying and that our reason, as Air New Zealand, is you.

“Efficiency of production and longevity were two key objectives as we entered into developing the campaign platform. We worked really closely with some outstanding agency partners. Shine led the creative strategy, dentsu the media strategy and Jamie Lawrence was our Director, who along with his production company, Eight produced the campaign. Over 10 days we shot 34 different scenes and these became the base content for a range of pick and mix 90, 60, 30, 15 and 6 secs video pieces that can live across a wide range of media channels. The beauty of this approach is we can change content in and out of our story to maintain freshness and relevance.”

Partner and Head of Strategy at Shine Limited, Andy McLeish, says: “When we were appointed Air New Zealand’s brand and creative agency before Christmas we knew it came with real responsibility. The national carrier had been through a tough year and wanted to come out the other side with some momentum and optimism. The great thing was that Air New Zealand had a really well defined brand strategy, from their purpose, to their promise and values. And importantly it all flowed from the true heart of the organisation; care and customer focus are integral elements of what sets Air New Zealand apart.

“Our job was really to bring that to life in the most powerful way we could. ‘We Fly for You’ was possibly the simplest, most direct articulation of their strategy and it enabled us to really put customers at the centre of everything. It talks directly to them in a way that’s personal and informal. And it’s a platform that will work for a number of years to come.”

Lawrence says: “At a time when the world is dividing and separating us, this story is about the reasons we fly to connect. It’s the kaupapa of the campaign and I’m so proud to be part of it.”

Eight Managing Director and Executive Producer, Katie Millington, adds: “It’s an exciting time for Eight on so many levels, it’s incredibly rewarding to see directors like Jamie coming up through our stable and giving them ownership to push into their own creative goals as part of a forward-thinking production company.”


Client: Air New Zealand
Agency: Shine Communications
Production Company: Eight
Director: Jamie Lawrence
Producer: Claire Kelly
Executive Producers: Katie Millington and Claire Kelly
Director of Photography: Marty Williams 
Editor: Alex O’Shaunessey
Music Publishing Clearance: Franklin Road – Jonathan Mihaljevich
Music Mechanical Performance: Drax Project | UM
Music rearrangement for AV, & Sound Design: Liquid Studios – Pete van der Fluit and Craig Matushka

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