Native Music Injects Getaway Magic Into Avios Campaign with 'Seasons (Waiting On You)'
Music supervisors Native Music are excited to announce their collaboration on a new campaign with a touch of the absurd for IAG Loyalty, the company behind the global loyalty currency Avios. The campaign, titled 'Everyday', challenges the notion that Avios are only earned through flight bookings by showcasing the broader opportunities to collect rewards through everyday activities.
Created by Uncommon Creative Studio and directed by Sam Walker of Pulse Films, ‘Everyday’ is a visually captivating film which depicts an ensemble of individuals casually surfing on e-foil surfboards while acting out a series of everyday scenarios—grocery shopping, coffee breaks, and rideshares. Set against the backdrop of serene waters, they metaphorically journey towards their dream holidays to the tune of Future Islands’ ‘Seasons (Waiting on You)’.
Working with an open brief, the team pitched and investigated a huge range of tracks, from very populist to abstract independent gems, some dialling into the vastness of the cinematography and others into the lighthearted set up. In the end, Future Islands’ synthy pop hit stood out as the perfect choice. Dan Neale, Native’s managing director and music supervisor explains, “It was a pleasure to help place this particular track in such a classy campaign. It brings a bit more weight to things, but also builds and opens out enough to help the film feel like it is getting bigger, and more celebratory as it progresses.”
The campaign launched across various platforms including TV, VOD, cinema, online, socials, and digital OOH, with the collaboration underscoring Native's expertise in pairing exceptional music with innovative visual storytelling.
Dan expresses his enthusiasm for the project, "It's another epic and standout idea from Uncommon. We were delighted to be brought on board to music supervise. It's always gratifying when a great piece of work aligns with a song you love, and this was one of those times."
