British Airways
Face / #Lookup
The Golden Thread
Problem: We do not need to tell people we fly places. We need to show we notice them. The magic is in recognition, not reach.
Tension: Proud travellers fly frequently but feel like a number. They want to feel the airline sees them as individuals.
Position: For travellers who want to feel recognised, British Airways notices you because flying should feel personal.
Platform: Use technology to create human moments. Show that BA sees individuals, not crowds.
Definer
The Brief: BA wanted to demonstrate its British heritage and global reach. Create talkable work that proved innovation while feeling authentically BA.
Problem Reframe: We do not need to tell people we fly places. We need to show we notice them. The magic is in recognition, not reach.
Category Convention: Airline advertising shows destinations, comfort and service. It is rational and aspirational.
Targeter
Audience: Proud Travellers
Tension: They fly frequently but feel like a number. They want to feel that the airline sees them as individuals, not passengers.
Positioner
Position Statement: For travellers who want to feel recognised, British Airways is the airline that notices you because flying should feel personal.
We Are Not: Generic. Commodity. One of many. Forgettable.
Strategist
Direction: Use technology to create human moments. Show that BA sees individuals, not crowds. Make the brand feel attentive and magical.
Forge: Territory Exploration
Recognition
The airline that notices. Personal attention at scale.
Feel: Magical, personal, technological
British Pride
Heritage, craft, things done properly.
Feel: Dignified, classic, premium
Connected World
Bringing people together. Global network, human purpose.
Feel: Warm, global, purposeful
What The Creatives Made
A digital billboard in Piccadilly Circus where a child points at actual BA planes flying overhead, displaying the flight number and destination. Technology creates wonder. The brand feels magical and attentive.
"The magic of flying."
Why It Worked
- Used technology to create emotional resonance, not just novelty
- Generated massive earned media and social sharing
- Made the brand feel innovative while staying true to British heritage
- Exclusions prevented generic destination messaging