A new campaign by M&C Saatchi aired last night launching an exclusive new partnership between Optus and Qantas.

Told with a central idea of an African elephant taking an unexpected flight across the plains, with the help of a flock of apparently very strong birds, the campaign launches the new deal rewarding Optus customers with up to two Qantas Frequent Flyer points for every dollar spent on most Optus services.

M&C Saatchi creative director Andy Fleming said that with the brief being to announce the tie-up between Optus and Qantas Frequent Flyer points, they needed a concept that was simple, campaignable and fun.

"We liked the concept of a flying elephant because, obviously, it's an unexpected visual and one that, if we could pull it off, would be immediately eye-catching,” he said.
"After all, this is an unexpected reward for Optus consumers and one that they don't have to do very much to receive. It was also important to have a sense of delight, and pleasure – again, this is something that’s literally come out of nowhere that immediately rewards you. As the VO says, 'Isn’t it nice when something unexpected just – happens'."

BUF, Paris (who worked on the award-winning Optus Secret Training Camp commercial that coincided with the 2010 FIFA World Cup) was reponsible for animation and CG.

Fleming believes the strength of M&C's relationship with BUF, Paris was crucial to the campaign.

"They've worked on a number of jobs for us and are, probably, the pre-eminent visual effects company in the world for photorealistic animal visual effects," he said.
"It's our confidence in their utter perfectionism that we can achieve not only complete photorealism, but an emotional reaction from a wild animal that appears to be natural as opposed to cartoonlike. The fact that we've had people asking if we hoisted an Elephant into the air in a harness goes some way to demonstrating the level that modern CGI has reached.”

The spot launched across all networks last night with extensive outdoor, online, social media and print executions to follow. In addition print includes an unprecedented eight-page wrap in Sydney and Melbourne commuter newspaper mX.

The campaign will also roll out in a range of complementary activity via Qantas Frequent Flyer assets such as airport media, materials and aeroplane decal.