WORK » PROJECTS » Qantas | Boots and Dreams

Qantas | Boots and Dreams

Office: Sydney
Client: Qantas
Date: May 2010
Offering: Integrated

The problem

Qantas was the official airline partner of the AFL, however they tended to be outspent by other AFL sponsors in a market that is highly cluttered with an overabundance of sponsors. The brief was to raise awareness of Qantas’ sponsorship with a simple press ad. Qantas although an official airline was not getting the exposure it wanted. Qantas wanted to have fans affiliate the AFL and Qantas together positively. With massive media from its competitors Qantas needed a unique idea that would gain national exposure. 

Consumer insight

I am passionate about my footy team in the AFL and enjoy watching the flair and creativity that indigenous players have brought to the AFL competition.

Brand insight

Qantas has been supporting the AFL for over 5 years and is the Major Partner of the AFL’s Indigenous Programs. The airline supports indigenous programs both financially and physically by offering Indigenous players at all levels the chance to fulfil their dreams.

The powerful truth

Qantas is proud to partner with the AFL and support its Indigenous programs.

The solution

The concept was to leverage the love affair Indigenous Australians have with the Australian game. We created a single tagline that ran through all Qantas communications relating to the AFL, ‘Qantas. Proud supporter of dreams.’ As part of this overarching theme we asked the AFL’s leading Indigenous players to donate their playing boots, which were then painted by prominent Indigenous artists. With these

players’ boots we created the ‘Qantas Boots & Dreams Exhibition.’ Launched in the National Gallery of

Victoria, the exhibition was unveiled to the public at Federation Square in Melbourne.