Qantas has launched a new social media campaign designed to encourage Qantas passengers to get creative while they travel.

The collaboration with Australian freelance typographer Gemma O’Brien encourages Qantas customers to join the movement by creating their own travel art using the inflight bag in their seat pocket, napkin or boarding pass and sharing via social media using #qantasblankcanvas.

The inflight bag became the canvas for Gemma on a Qantas flight last year from Sydney to Wellington. Gemma created hand-drawn pen and ink designs to pass the time, while exploring her creative limits within the constraints of the flight time.

Since then, Gemma has produced a series of custom designed bags inspired by her travels on Qantas, her latest artwork depicting New York, which will be exhibited throughout the Sydney Domestic Qantas Club from 5 May.

Qantas Head of Digital & Entertainment Jo Boundy said the campaign was about inspiring Qantas passengers to get in touch with their creative side while in the air.

“From boarding passes to inflight bags, napkins to luggage tags, we have a number of perfect blank canvases for passengers to create their own inflight art. This campaign encourages our customers to get creative at 30,000 feet and will showcase their inspiring works through social media to a global audience,” said Ms Boundy.

“We’re pleased to be working with such a talented young artist and continue to support creative Australians in their artistic endeavours,” added Ms Boundy.

The most creative entries submitted using #qantasblankcanvas will be selected and shared via Qantas’ Instagram channel every Friday in May (9, 16, 23 and 30) and winners will receive a double Qantas Club pass.

A short video of Gemma creating her New York work is available on main screen flights throughout May, and available to view on qantas.com/blankcanvas