Don't Go Via Integrated campaign — Qantas direct flights, Sydney to London
Qantas was launching the world's longest non-stop flight.

The brief: make Australians care about flying direct. The insight was simple — everyone who's flown via somewhere has a story. A missed connection. Lost luggage. An overpriced croissant at a foreign airport at 3am.

The idea: an integrated campaign that didn't sell the destination. It sold what you'd skip getting there. OOH billboards ran a series of executions. A radio spot put you on the plane, looking down at everyone who didn't fly direct. A digital activation responded in real-time to people complaining about stopovers online.