Qantas
Passport Takeoff

The Australian airline Qantas wanted to bring more Americans to explore Australia, but how do you convince people to travel half-way across the globe? Especially when over half of them can’t even travel legally out of their country? We had a novel approach and it turned into the most commercially successful ad Qantas had ever done in their over 90-year long history.

Earned reach: 225 million
Earned Media Value: $1.3M
20% of Quantas’ Annual Traffic in 10 days