Page 58 - Adnews magazine Sep-Oct 2022

Creative Review
EASYJET
Creative Agency VCCP London
AB: It’s a really cute idea and execution. I think the message would have a bigger impact if the kids (or even their parents) spoke to it rather than having it as a caption on the screen. It’s an important message that
JETSTAR
Creative Agency Thinkerbell
AB: Sorry to be harsh here, but what is this? I can’t find a single bit of value in this for Jetstar customers (or anyone for that matter). Behind-the-scenes and day-in-the-life style content can be great for brands if done with proper talent, production
deserves proper airtime (no pun intended).
EK: Giving little girls the visual representation of an aviation career has the right intentions, yet a couple moments did miss the mark,
i.e. the girl looking shocked when chosen to train. A spot that has loads of cute factors, with minor tweaks to iron out those moments.
MT: Owww, using kids as an idea if you have no idea, is always a
bad idea. This is the kind of script which may have looked funny on paper but just didn’t convert or land the deeper message. For me this film makes easyJet look cheap – but maybe that was the idea all along. Hang on, it’s brilliant!
budget, and a storyline – but this is not it.
EK: Visually intriguing, this
piece makes you wonder what’s missing...those who are clever enough to scan the QR code, may catch a hidden flight voucher to
get out of the daily grind train station to somewhere more inspiring. Makes you feel like it’s your birthday, not Jetstar’s! Nice simple idea.
MT: Interesting strategy switching people from trains to
planes. Are people still travelling interstate on trains? Either way, I’m sure there would be a stack of people scanning the sky to win a 500 buck voucher. That’s the power of an interactive, retail offer – with a stack of free money attached to it.