Kiwi«s are nuts. Last month they queued up to become 'Cranial Billboards' with tattoos on their heads for Air New Zealand, and now a stray Air Zealand pilot in London abseiling all the way down a billboard to paint his slogan on it. Not impressed? Dude, the City Gateway Portrait Billboard is 12.22m wide x 20m high and is the largest portrait elevation in the City of London, over 100 times bigger than a 6 sheet.
Air New Zealand has today unveiled its brand new advertising campaign - with a little help from one of its B747 pilots. Captain Peter Clulow flew in from New Zealand this week and has been busy putting the finishing touches to a 65 foot high billboard trumpeting the new slogan: "Is it just a kiwi thing?"
The campaign, devised by creative agency Albion, reflects the “kiwi can-do’ philosophy embodied by Air New Zealand’s staff, and is part of the airline’s bid to make the unique attitude famous around the world.
Amateur abseiler Captain Clulow spent four hours suspended 65 feet over one of the City of London’s busiest roads in this nail-biting stunt painting the headline. He is the latest Air New Zealand employee to help with its advertising - the campaign also features genuine cabin crew from the airline’s London crew base taking the starring role in the adverts.
Captain Clulow, who has been flying with Air New Zealand for over 35 years, said: "When I was asked to do this I immediately said yes - it sounded like a good chance to rappel off a tall building and have a bit of fun in the process. My definition of the kiwi attitude is getting on with the job, whatever it takes. I guess our ability to do this has come from our ancestors and the way they had to get stuck in when they first arrived in New Zealand."
Agency - Albion
Creative Director - Nick Darken
Art Director - Tim Bateman
Copywriter - Robert Cervera
Account Director - Keith Martin
Planner - Glyn Britton
Producer - Eve Price
Photographer - Brian Finke
Typographer - English Tim
Retouching - James Lucas at TAG
Online Design - Tom Pounder
The campaign impacts on the site over 2 weeks is 1,760,000