Client: Fiji Airways
Agency: Iris Sydney
Campaign scope: Digital
Details: The two-minute video was posted directly to Kelly Slater’s Facebook page, which has over 1.5 million likes.
Campaign Asia-Pacific’s comments: Now this is content marketing. The quasi-documentary style, Slater’s breezy tone and the inclusion of local, familial characters brings authenticity to the video. You click the play button expecting to see Slater riding a rad pipeline and getting some sick air straight out of a barrel as a Fiji Airways plane glides overhead, but you don’t.
Instead, the airline has picked a genuine brand ambassador and positioned him well. The heart-to-heart conversation Slater has with the camera and the guitar scenes spliced in are enough to bring out the warm Jack Johnson feeling in anyone. Releasing the video on Slater’s Facebook page was a good idea for reaching the right audience. The song “Go Solo” by Tom Rosenthal ties in nicely with the video and the previous campaign it’s riding on.
Senior Art Director: Brad Jones
Copywriter: Daniel Miller
Deputy Creative Director: James Griffiths
Senior Designer: Chris Clausen
Managing Director: Penny Dixon
Account Manager: Courtney Borg
Head of Planning: Dan Pankraz
Head of Digital: Darren Collins
Senior Producer: Michael Wilson
Retoucher: Joe Kerrigan
Photographer: David Emery
Production Company: Zspace
Director: Gavain Browne
Producer: Sam Hall
DOP: Jason Hargreaves
Editors Ken Smart, Simon Adams, James Sherwood
Colourist: Yanni Kronenberg
Audio Post Production: Zig Zag Lane