Qantas had its toughest year in 2011 and with the grounding of the entire fleet, the situation was critical. What do you do when a national icon is literally in the hands of an army of angry protesters on Facebook and Twitter? We stopped marketing and did the opposite. We activated an entire nation in response and recreated our brand from the bottom-up. One by one, through 8 Million unique digital interactions, we rebuilt Qantas in the image of its customers. We changed our business, our planes and what it means to be a brand. For one reason: YOU.