In 1998, Qantas launched arguably
the most memorable campaign in Australian history: I Still Call Australia Home.
The combination of Peter Allen,
children's choirs, stirring voices, crisp white shirts and breathtaking
locations was enough to raise the hairs on the necks of every Australian.
Since then, the campaign has been
etched into the national psyche. It's become a second anthem, and a much loved
part of Australian culture. The Advertising Federation of Australia judged it
the best Australian commercial of the last 50 years.
In 2009, Ogilvy Sydney launched what
many believe is the most powerful and moving version of the campaign in its 11
years.
The 2009 commercial features a young Indigenous boy, Tyus, singing
in a dialect of Kala Lawgaw Ya, one of the languages of the Torres Strait
Islands. Tyus sings out to choristers around the world, calling them
home to join together in the Bungle Bungle Ranges of Western Australia's
Purnululu National Park.
The campaign's launch was a media first in this country - combining
integrated broadcast content with paid advertising.
The 1-hour behind-the-scenes special
aired to 1.4 million viewers, and was coupled with segments on Sunrise, Today
Tonight, an Anniversary Program and live choir performances.
The I Still Call Australia Home
campaign has been rolled out nationally across TV, cinema, print, digital,
airport terminals, PR, events and outdoor media.