British Airways is looking to capture the wonder of travel from the air and the creativity of modern British artistry, with a photography-led outdoor campaign.
Developed in collaboration with creative agency Uncommon, ‘Reflections’ was shot in-camera and will showcases the world through aircraft windows.
Crafted from shots by British photographers Laura Pannack, Jack Johnstone, Catherine Hyland, and Cian Oba-Smith, the work campaign follows the artists around various locations from London to the Bahamas and Morocco, and sees the airline’s logo appearing naturally in reflection.
“We know our customers all have different and unique reasons for travel, and we wanted our new campaign, Reflections, to capture that universal, relatable moment of wonder when looking out of an aircraft window,” said Calum Laming, chief customer officer at British Airways.
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“There is a huge amount of work that went on behind the scenes to bring this vision to life. The final result is testament to the expertise of our brilliant colleagues and collaborators, who came together to help us deliver this campaign – and we couldn’t be more proud.”
Running primarily across out-of-home, the work forms part of BA’s ‘A British Original’ platform, which looks to celebrate creativity, individuality and the emotional power of travel. Media planning and buying was handled by MGOMD.
Nils Leonard, co-founder of Uncommon added: “Moments like this are different for each of us, but we’ve all had one. A rise out of a cloud, a descent to somewhere thrilling. A glimpse of light and colour through a plane window that is your first experience of something original, that will stay with you forever.
“We wanted to capture these original moments, and to tease the viewer with them. This is a visual truth. That the BA logo, the plane and the destination can be found so naturally is a gift we had to capture. A moment in time, a new icon for a British Original all hiding in plain sight.”
