Big Red didn’t have a strategy department when I worked on the Jetstar rebrand. Which is why I’m proud of it. We had to do all the strategic thinking that led to the introduction of ‘Woohoo’, a new colour palette and first person footage. Because Jetstar is all about fun, and this helped the public get on board.

The old print


The Woohoo print



We were trying to come up with something that made Jetstar seem fun, and really convey that feeling you get on holiday. When I wrote Woohoo it felt right. Luckily my ECD agreed. This was a big piece of work for me, and ran for 2 years.

For TV we moved towards first person POV. This created more realistic footage, as so many people film their holidays on GoPros. It also allowed the audience to feel like they were a part of the action.