Surf legend Kelly Slater in Fiji Airways campaign

Client: Fiji Airways

Agency: Iris Sydney

Market: Fiji

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.

CREDITS

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

Media: ZenithOptimedia