Qantas CMO Jo Boundy didn’t set out to make Australia cry: watch the latest episode of Roll the Dice on Creativity
The second episode of Powered by Nine’s Roll the Dice on Creativity is live, featuring Qantas’ CMO extraordinaire Jo Boundy. Jo shares her thoughts on emotion in advertising, including how the business pivoted its creative approach throughout the pandemic.
The second episode of Roll the Dice on Creativity has landed. In this episode, host Michele O’Neill is joined by Qantas Group chief marketing officer and CMO of the Year Jo Boundy to discuss the role emotion plays in creative work.
Roll the Dice on Creativity is a brand new show from Powered by Nine, Mumbrella, and Australian Association of National Advertisers (AANA), designed to inspire the marketers and agencies who make some of TV’s biggest advertising moments.
Host Michele O’Neill is on a mission to discover the secrets behind some of Australia’s best TV ads, with advice and examples from Australia’s biggest marketing and creative masterminds.
In this episode, Michele is joined by the renowned marketer behind Qantas’ beautiful campaign Fly Away, Jo Boundy. The Fly Away campaign tapped into Australians’ desire to fly away to see family, friends or enjoy a long-overdue holiday after a tough few years as a result of the pandemic.
During the episode, which you can watch in full below, Jo rolls the dice on emotion and shares the thinking behind Fly Away, including an exclusive glimpse into the campaign’s original brief, and why hope is such an important emotion to tap into during difficult times.
Roll The Dice on Creativity will be released at regular intervals over the coming months, with upcoming guests to include M&C Saatchi Group CEO Justin Graham, BMF Australia ECD Pia Chaudhuri, NAB executive general manager marketing and CX (CMO) Suzana Ristevski, and Special Group executive creative directors Tom Martin and Julian Schreiber.
The show celebrates the return of Australia’s richest creativity award, State of Originality, Nine’s call to brand owners and their agencies a chance to take home $1 million of advertising by producing the winning ad in the 2022 State of Origin, Australia’s own Super Bowl.
To find out more about State of Originality, head to stateoforiginality.com.au.
Not sure how the State of Origin is labelled Australia’s Super Bowl?
The AFL GF regularly outrates it, and in fact, not a single State of Origin ranks in the top 20 most viewed Australian sporting events of all time.
The writer clearly lives north of Wodonga!
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