Air New Zealand has launched its latest safety video that moves away from celebrity appearances to push an environmental message on New Zealand's endangered native birds.
The video A Journey to Safety takes a different approach from the widely criticised video of two years ago - called a 'weird mish-mash' - the controversial video filmed in Antarctica and last year's Rugby World Cup-themed offering.
It aims to highlight New Zealand's biodiversity crisis through the story of a young girl (Lily Roebeck) who transports a lost takahē to his new home with help from Air NZ and the Department of Conservation. Roebeck is supported in the role of Janey by DOC and Air NZ staff, children of Air New Zealand employees, and a CGI takahē named Mr T.
Air New Zealand global brand and content marketing manager Jodi Williams said it was light-hearted on the surface but aimed to convey the important message that New Zealand's native birds need help.
"Our safety videos have collectively generated more than 180 million views over the past decade, so what better medium to shine a spotlight on New Zealand's biodiversity crisis."
Department of Conservation threatened species ambassador Nicola Toki said a huge number of species were on the fast-track to extinction.
"We've already lost 50 species of birds since humans arrived in New Zealand, and each year up to 25 million native birds are killed by introduced predators. Protecting our native taonga is a massive challenge, but one all Kiwis and businesses can be part of, by doing things like purchasing backyard traps and getting behind their local community groups."