There are so many things in our daily lives that we take for granted and it takes some real creativity to get the message across when we have all heard them time and time again. I'm often amazed at how easy it is to switch off from a really serious public announcement message. Cigarette packaging appalled me for about three months, now I am unlikely to even notice the gangrenous limb (in fact the awareness of that fact is slightly disturbing on its own). And I'll be the first to admit that I put on my finest Jim Reeves voice and sing "Everybody knows" walking around the house – the actual message from the TVC was shot into oblivion long ago.

So when an organisation actually does something that makes you sit up and take notice you can't help but be a little impressed.  This campaign is all 'yesterday's news' now but I still think it is a great example of taking an unlikely subject, new media & some innovative creative to support building a brand.

Blogger and health advocate Justin Tamsett was prepared to set aside his well entrenched loyalties to Qantas to blog on a competitor airline instead  and recognised that it certainly takes some innovative thinking to turn a "standard airline safety message" into something that not only passengers sit up and take notice of but manages to go viral.

I agree with JT (not of platinum recording fame), that this once beleaguered airline certainly did do something out of the ordinary and could well have achieved one of the more intimidating challenges of winning back fans.

As a side note on organisational culture, the CEO of this airline (a well preserved example of the corporate elite) in fact features in one of the adverts. All the spokespeople are in fact employees of the airline, and frankly if you can convince employees to do something like this they must be prepared to go the extra mile! You'll see what I mean…!