London-based Uncommon Creative Studio has released its first pieces of work for British Airways since winning the flag carrier’s advertising and CRM accounts in October last year, fending off stiff competition from WPP.
Launching today (24 October), the extensive campaign is set to run for one month across a range of different media, including TV, print, digital and outdoor.
Uncommon’s TV campaign will debut throughout peak programming on ITV, Channel 4 and Sky, on shows including Friday Night Live and Gogglebox.
State-of-the-art interactive DOOH boards will respond to location, time of day, weather and current events. OOH assets will also be adapted to their individual mediums, such as contextual bus wraps and press ads.
“We really wanted this campaign to celebrate the originality of our customers and our people,” British Airways head of brands and marketing, Hamish McVey said.
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“Every time a customer boards a plane, they are doing so for a unique reason, and we know that those journeys are so important. We are working hard on making positive changes across our airline and this brand campaign allows us to showcase our motivation, which is our customers and our people.”
Uncommon Creative Studio co-founder, Lucy Jameson added: “Both Britain as a nation and British Airways as a brand have a deep history of originality. From scheduling the first commercial service to Little Simz, originality drives us forward. It’s at the core of our pioneering spirit.
“We wanted to celebrate British originality at a time when we’ve never needed to rediscover it more. ‘A British original’ champions people, not planes.
She continued: “We’ve started by shining a light on all the original reasons we fly – both for customers and British Airways’ people – but this is just the beginning. We hope that, going forward, each and every interaction with the brand feels as original as each and every one of the hundreds of original executions we’ve produced for the launch.”
