The 11 prints were displayed on 324 sites throughout the UK, including digital and print billboards at Edinburgh, Cardiff, Manchester and Piccadilly Circus in Central London.

These sites were chosen for being large scale and elevated placements - so the subjects in each billboard feel like they’re flying ove iconic British cities and looking down on passing consumers.

In key digital placements like Piccadilly Circus, the visuals move, with the subjects seeming to look down, inquisitively track the movements and even wave to people on the ground.

British Airways (sometimes known as just "BA") is the United Kingdom's largest airline, and is the UK's flag carrier.

British Airways normally has quite a lot to say.

As part of its wider ‘ British Original’ platform, the airline must communicate a wide suite of functional and destination messages.

But to drive critical emotional affinity for the brand, we needed the opposite.

Something incredibly simple.

A single question.

How do you capture the emotion of flying?

The truth is, in their pursuit of cheaper, more economical offers, most airlines strip out magic and emotion.

And while destinations are brilliant - we’ve all forgotten that there’s something magical in the simple act of flying.

Of looking out the window, and letting the world change you.

And that’s what we wanted to capture here.

The broader campaign has reached 26 million adults across the UK - driving the highest ad awareness for British Airways since January 2023, up by 73% vs the same week last year. The campaign has driven more people to consider booking with BA, driving 34,800 looks on ba.com