WISH I’D MADE THIS: #2. British Airways ‘A British Original’
In 2022, British Airways took the standard answers to ‘What’s the purpose for your visit?’ and added a third magnificent option.
Actually, strike that.
They added over 500 third magnificent options. Those crazy bastards.
Why I rate it:
1. Infinitely campaignable and flexible
Uncommon Studio invented a copy structure that’s instantly recognisable for the category (‘business or leisure’ is synonymous with airline travel). And it can also extend into any medium or emotion or situation they want to tap into.
It can be funny:
Business.
Leisure.
I have a lot on my plate and none of it’s seafood.
Or heart-warming:
Business.
Leisure.
I’ve had a ring in my pocket for long enough.
Or heart-wrenching:
Business.
Leisure.
It’s what she would have wanted.
Or cat:
Business.
Leisure.
To unstray at least one Greek street cat.
Or it can specifically use the medium/placement
Or get a lil conceptual in execution:
Or be a 20 sec TV ad that made me all nostalgic.
Or this other one that kinda made me cry (that cut at the end is perfection).
2. Everyone can see themselves in it
Everyone can see a glimpse of themselves or someone they know in at least one execution. And with so many meaningful insights into why we travel, there’s like to be plenty of direct hits.
To unstray at least one Greek street cat will do the rounds with the cat lovers. (*Waves at Amber and Gules*)
Non-distance relationship is going to connect with anyone with an interstate/overseas partner
She’s this age once is going to press all the right buttons for those who don’t want to miss out on time with their kids
3. OMFG it stands out like dogs’ balls in press
All this time I’ve been focusing on the outdoor. So let’s move to press which not only had complementary executions, but all that glorious white space that makes it un-fucking-missable. Looks like the newpaper’s broken. Worth every cent.
Left: My followers need content
Right: Social media detox
It's delightful and brilliant and I professionally hate everyone who wrote this campaign.
Want more? Case study: https://www.youtube.com/watch?v=JpP3eSGNTQs
CREDITS
Agency: Uncommon Creative Studio
This is usually where I give credit to the creatives who made the work (seems fair, right?). Infuriatingly, all I can find for writing or AD is credits to ‘Uncommon Creative Studio’. So I’ve googled like I’m stanning Taylor Swift to try to find the actual individuals. Here’s all I’ve come up with, but hit me up if you know better (or more!):
Copywriters: Olga Pope, ????
Client: British Airways