Air New Zealand’s loyalty program platform lifts off via Bastion Shine, dentsu Media

Air New Zealand has launched a new platform for its loyalty program Airpoints in collaboration with Bastion Shine and dentsu Media.

The new brand platform ‘Don’t Live Pointlessly’ is designed to show New Zealanders how they can transform their everyday spend to unlock the power and joy of travel.

The platform will be launched with a lead 60-second audio visual and social campaign directed by Adam Stevens and produced by Good Oil.

In the 60 second spot, a retail customer who questions ‘the point’ of redeeming Airpoints on his purchase is met with shock from retail assistants.  The spot takes the viewer across the globe, explaining how Airpoints give you ‘something to look forward to’, showing the possibility of holidays and experiences that Airpoints can be redeemed on – from cocktails in the tropics, to giant burgers in the Southern states of America.


Andy McLeish, chief strategy officer at Bastion Shine said: “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base. We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

One of the outdoor executions

Rich Maddocks, chief creative officer at Bastion Shine added: “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully we’ve done that.”

The new platform launched as an integrated campaign across broadcast, digital, social and OOH on the 1st of May, with further campaign activity set to launch in the coming months, further showcasing the multiple ways to earn and spend Airpoints.

New Zealand creative and digital agency Shine was acquired by Bastion in November 2021, having since launched Air New Zealand’s Christmas campaign in December.


Client: Air New Zealand
General Manager, Brand & Marketing – Jeremy O’Brien
Senior Manager, Brand & Marketing – Imogen Thornton & Sarah Sangster
Loyalty Brand Manager – Olivia Brown
Airpoints Marketing Executive – Samantha Bogun
Manager, Content Hub – Saini Tuitupou
Photographer – Matthew Collins & Shannah Gibson

Bastion Shine
Chief Creative Officer – Rich Maddocks
Creative Director – Oliver Green
Art Director – Oliver Green, Hamish Cullen
Copywriter – Oliver Green, Zach Hall
Senior Business Director – Sabrina Hemmingsen-Jensen
Business Director – Danny Murphy
Chief Strategy Officer – Andy McLeish
Group Strategy Director – Julie Darlow
Head of Design – Danny Carlsen
Senior Designers – Luke Guilford & Brendan O’Dwyer
Designers – Hannah Christenson, Tim Wightman
Senior Producer – Pip Mayne

dentsu Media
Managing Director, Media – Richard Hale
Agency Director – Courtney Wide
Strategy Director – Amy Green
Group Business Director – Cara Coutts
Business Director – Abel Banda
Senior Digital Manager – Lily McCallum
Digital Manager – Hannah Morgan
Business Manager – Annabel Tietjen
Digital Executive – Erin Craig

Good Oil
Director – Adam Stevens
Producer – Andrew McLean
Managing Partner – George Mackenzie
DOP: Creighton Bone
Editor: Dan Kircher
Costume: Karen Indebitzen-Waller
Production Designer – Bruce Everard

Sound studio: Liquid
Producer – Tamara O’Neill
Creative Director – Pete Van der fluit
Engineer: Craig Matuschka

Blockhead: VXF Animation incl Gorilla
Lead contact: Nigel Mortimer

Social editor: Richard Borg
Retoucher: Cameron Jones

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