We launched a ground breaking campaign with British Airways where no two ads were the same - celebrating the customers, employees & the nation which help to make the airline, a British Original.

A British Original continued into '23, with a new series of executions, continuing to explore the individual & original reasons people travel, this time celebrating unique & contextual moments.

The new executions used playful art direction & motion to build upon the design, demonstrating a high level of craft, embracing some of advertising oldest skills, writing & design, to make a modern classic. The campaign ran across TV, OOH, press and digital channels.

The new executions use playful art direction and motion of the work to build on the previous campaign’s design.

This year’s campaign adopted a more contextual approach — using visual cues from objects to reflect the sentiment in the copy — with imagery shot by renowned photographer James Day.

From text effortlessly moving as if it were printed on the material of a boat sail to a textured marker pen crossing out the events of a trip to Vegas.

Overall, since launch, the new brand platform has had a transformative impact on the brand and the business.

In the UK, brand salience is up 13 percentage points, share of search has grown by 11%, and cost per look has decreased by 66%.

Our initial launch campaign had been a tough act to follow. But 2023’s campaign took the brand to even greater heights. It caused a 9% rise in consideration and 7% rise in purchase intent among our target audience.