During the MTV Video Music Awards last night, the American Legacy Foundation released this spot, part of its latest “truth” anti-smoking “Finish It” initiative.
“Unpaid” points out that selfies showing celebs smoking cigarettes is tantamount to “free marketing” for Big Tobacco. These images can then affect societal acceptance of and subsequent behavior around smoking and using tobacco products. Looking to counteract this is the agency behind the initiative, 72andSunny.
CreditsClient American Legacy Foundation Agency 72andSunny Glenn Cole, chief creative officer; Justin Hooper, Mick DiMaria, group creative director; Allbriton Robbins, lead designer; Beau Unruh, lead writer; Matt Jarvis, chief strategy officer; Matt Johnson, group strategy director; Ravi Khanna, sr. strategist; Josh Hughes, strategist; James Townsend, managing director; Judson Whigham, group brand director; Kristine Soto, Luke Lamson, brand directors; Tom Dunlap, chief production officer; Sam Baerwald, director of film production; Calleen Colburn, sr. film producer; Sabrina Bajaj, sr. art producer; Denise Knickerbocker, freelance art producer. Editorial 72andSunny Studio Scott Culver, sr. editor. VFX 72andSunny Studio. Post MPC LA, telecine. Audio Lime Rohan Young, mixer. Music “Throw It Down” by Dominique Young Unique. Anne Litt, music supervisor.
Quantas, Creative Agency Convicts, Director Justin McMillan Bring Us “Australia in the Sky”
For the first time in a decade, Qantas has unveiled a brand campaignโฏin the North American market as demand for travel between the U.S. and Australia continues to grow.
Academy Award-nominated writer, producer and director Baz Luhrmann and four-time Academy Award-winning costume and production designer Catherine Martin act as creative consultants and ambassadors for the campaign, titled โAustralia in the Sky,โ which features Qantas crew alongside an all-star cast of Australian talent including actor and model Charlee Fraser and model Jess Hart.
The campaign lands as Qantas celebrates 70 years of flying to North America this year and continues to invest in new aircraft and routes servicing the U.S., including Project Sunrise non-stop flights which are expected to take-off between Sydney and New York in 2026.
Filmed at Qantasโ Los Angeles hangar onboard an A380 aircraft, the campaign also features scenes from famous locations around Australia including Sydneyโs iconic Bondi Beach and a flyover of Sydney Harbor, as well as Melbourneโs Federation Square and the Great Barrier Reef.
Qantas tapped creative agency Convicts to develop the concept and creative for the campaign, which is directed by Australian director Justin McMillan.
โSharing the spirit of Qantas with our mates in the U.S.--and around the world--has always been a dream of ours,โ said Pete Maiden, founder and CEO of Convicts. โQantas isnโt just a national favorite down under, the airline brings the Aussie energy to life on their flights with the little touches of magic--from the menu to the staff to the overall energy on the plane--that we captured and amplified in our โAustralia in the Skyโ campaign. When we approached the Aussie creative... Read More