A British Original

British Airways unveiled a pioneering multi-channel initiative named "A British Original," celebrating the airline's staff, passengers, and the essence of the nation itself. This campaign delves into the diverse motivations behind travel, whether it's for reconnecting with loved ones, seeking solace, or immersing oneself in a new culture. "A British Original" comprised more than 500 distinctive print, digital, and outdoor executions, along with over 32 short films.

Launching amidst a surge in post-pandemic holiday activity, British Airways' fresh brand positioning, "A British Original," serves as a tribute to the airline's personnel, customers, and the broader national identity.

Conceived by Uncommon Creative Studio, the campaign revolves around the commonplace query posed to travelers upon arrival at a new destination: "What is the purpose of your visit?" In addition to conventional categories like business or leisure, the initiative offers a range of introspective and relatable responses for holidaymakers, such as "to escape unfavorable weather," "to curate social media content," or "to revitalize a marriage."

In total, Uncommon crafted 500 distinct print, digital, and outdoor executions, alongside 32 short films that underscore the diverse motivations driving Britons' enthusiasm for travel.

The 500 outdoor executions were tailored to adapt to their surroundings, time of day, weather conditions, and current events. Additionally, the campaign's copy was customized to suit its respective medium, featuring playful bus wraps and press advertisements adopting an interactive "battenberg" approach, with adjacent placements presenting engaging reasons for travel.

From lighthearted to poignant, these executions garnered significant engagement, effectively shifting the brand's focus from aircraft to individuals.

AWARDS - Outdoor Grand Prix at the Cannes Lions 2023 - 1 Gold, 1 Bronze in Industry Craft

CREDITS Brand: British Airways. Advertising Agency: Uncommon Creative Studio, London. Copywriting: Uncommon Creative Studio, London. Media Agency: MG OMD (Manning Gottlieb OMD), London. Country: United Kingdom.

Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).