Droga5 ANZ Wins Qantas Project Sunrise Creative Account

Droga5 ANZ has been appointed as the creative lead for Qantas' Project Sunrise campaign, promoting non-stop flights from Sydney to London and New York scheduled to launch in the first half of 2027.

The Accenture Song-owned agency defeated M+C Saatchi Australia in a competitive pitch process to win the account.

Qantas Confirms Droga5 ANZ Appointment for Landmark Route Campaign

Qantas Group Chief Brand and Corporate Affairs Officer Danielle Keighery confirmed the appointment, saying the agency demonstrated "genuine strategic depth and creative excellence" during the pitch process.

The campaign will promote what will be among the world's longest commercial flights. The Sydney to London Heathrow route covers 10,573 miles and up to 22 hours of flight time, saving passengers up to four hours compared to one-stop alternatives. Sydney to New York is also included in the initial launch.

Droga5 ANZ will develop both an internal brand platform and an external marketing campaign. The first Project Sunrise aircraft, an Airbus A350-1000ULR, is currently in advanced ground testing, with commercial delivery expected in late 2026.

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M+C Saatchi Australia was the other confirmed contender in the pitch. The agency previously held the Qantas creative lead role for 16 years, ending in 2011, making its re-entry one of the more closely watched competitive dynamics in recent Australian advertising history.

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Qantas confirmed the pitch was underway during the selection period but provided no further details until the appointment announcement.

The airline operates a distributed, multi-agency model rather than a single creative partner. OMD handles media planning and buying. Howatson and Company manages Frequent Flyer creative. Medium Rare produces in-flight magazine content. The Project Sunrise appointment is a specialized, project-specific mandate within that structure.

Droga5 ANZ Returns to a Historically Significant Account

Droga5 ANZ's win carries notable history. Its predecessor, Droga5 Australia, held the Qantas global creative account from 2012 to 2015, producing campaigns including iterations of the "I Still Call Australia Home" platform. The loss of the Qantas account was cited as a contributing factor in the agency's Australian closure in 2015.

The agency has since been rebuilt as Droga5 ANZ following a merger with The Monkeys under Accenture Song ownership.

The Project Sunrise campaign faces a compressed development timeline. The first aircraft is expected for commercial delivery in late 2026, with Sydney-London and Sydney-New York services targeted for the first half of 2027. Qantas ordered 12 Airbus A350-1000ULR aircraft in 2022 for the program.

Product Features Provide Campaign Territory

The Project Sunrise cabin configuration seats 238 passengers across six first-class suites, 52 business-class suites, Economy Plus, and a dedicated Wellbeing Zone designed for stretching and movement during long flights. The cabin was developed with designer David Caon and the University of Sydney.

Qantas CEO Vanessa Hudson has framed the project as overcoming Australia's "tyranny of distance," a brand narrative the appointed agency will be expected to communicate to premium travelers globally.

All net emissions from Project Sunrise flights will be carbon offset as part of Qantas' 2050 net zero commitment.

Droga5 ANZ is also competing for creative leadership of Asahi's agency roster, signaling broader growth ambitions in the Australian market beyond the Qantas win.