Air New Zealand's 'Air All Blacks' Latest Safety Video Launched 50 Days Before Rugby World Cup

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Air New Zealand launched a new safety video/marketing campaign, called ‘Air All Blacks’, to leverage its New Zealand Rugby partnership and support the team as it prepares for the Rugby World Cup.

Created by Vision Thing, the initiative launched on 31 July and marked 50 days to go before Japan 2019 kicks off.

The message behind the campaign is that the airline is so #CrazyAboutRugby and so supportive of the team that that it is going to change its name to All Blacks. 

The safety video is shot at the fictional headquarters of new airline – Air All Blacks – and is set during a meeting to discuss the airline’s first safety video are being discussed.

The video features All Blacks coach Steve Hansen, captain Kieran Read, plus current players Sam Cane, Anton Lienert-Brown and Ryan Crotty.

The video also stars 1987 All Blacks legends Sir Michael Jones, Sir John Kirwan, Buck Shelford, Gary Whetton and David Kirk and former Black Ferns Captain Fiao’o Fa’amausili and former Australia Captain George Gregan.

It also includes friendly faces from previous Air New Zealand safety videos such as Israel Dagg and Stan Walker.

The sports stars are joined by a diverse cast that also includes New Zealand actor Cliff Curtis and Suits’ star Rick Hofman.

Initially teased online -

and the hero spot broke on the airline and the team’s channels on 31 July.

Supported by content across PR and social media platforms, the pieces were linked by the campaign’s #AirNZSafetyVideo hashtag.

Air All Blacks will be rolled out across Air New Zealand’s international and domestic fleet from 1 August.

“Changing our name to Air All Blacks is a fun demonstration of our support for the boys in black,” said Air New Zealand’s General Manager of Global Brand & Content Marketing Jodi Williams (who explains that the latest video is a futuristic take on two iconic Kiwi brands coming together to show how much rugby is in their DNA):

“Our people feel a great sense of pride flying the team around the world and both organizations consistently show the world what a huge impact a small nation can make on the world stage.”

“It’s been incredible to celebrate both local and international stars, fans and our very own Air New Zealanders over the past ten years,” continued Williams.

“It’s only fitting that this video brings to life something that is distinctly New Zealand – from the grassroots of Rippa Rugby to the nostalgia of the 1987 All Blacks, with a unique modern twist.”

Suits star Hoffman wanted to appear as the next Air New Zealand spokesperson after travelling with the airline in 2017 and enjoying the comic safety video and said it was his positive experiences in New Zealand and Air New Zealand’s quirky humour which were a huge drawcard for him to star in the video.

“I love New Zealand – the food is amazing and the people are amazing. It’s the way it should be everywhere! I will be thrilled to be recognised on an Air New Zealand safety video,” said Hoffman

The campaign was created by Vision Thing, with production by Exposure and media was handled by Carat.

While adding an additional Kiwi touch, Air All Blacks is set to an exclusive, original soundtrack Universe – a new track from New Zealand band SIX60.


This initiative further builds on the 20-year partnership between Air New Zealand and New Zealand Rugby and ‘Air All Blacks’ also marks the airline’s 10th anniversary of making quirky safety videos.

Indeed, this campaign further adds to Air New Zealand’s library of innovative safety videos: many of which were produced in tie-ups with partners and talent from the worlds of sport and entertainment ranging from its 2015 ‘Men In Black / All Blacks’ parody, to the late 2018 collaboration with local actor Julian Dennison and musicians Kings, Theia and Randa as well as talent from 30 community groups across the country.


Air New Zealand 

Vision Thing

All Blacks / NZ Rugby 

This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing.

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