Uncommon Creative Studio’s flair for unexpected ideas has added vibrancy to global loyalty currency, Avios’, first above the lie campaign in 11 years.
The new campaign, Everyday, addresses the misconception that you only collect Avios by booking flights; instead, the work spotlights that members are able to make their dream holiday a reality far sooner by collecting Avios through a broad variety of everyday transactions.
The unignorable film features people undertaking everyday tasks such as grocery shopping, drinking a coffee and ordering an Uber, all while riding e-foil surfboards across a serene bay, metaphorically spending their way to the holiday of their dreams.
The camera eventually draws the viewer’s attention to each individual with their own everyday moment, reflecting the myriad ways that Avios can be collected. The ease and comfort that the people in the commercial show emphasises the simplicity of collection.
The stunt was created almost entirely in-camera, a feat only made possible thanks to the expertise of the e-foilers who were recruited from different corners of the world. The scale and complexity of the work is a world first. Everyday’s epic stunt was choreographed by James Bond’s No Time To Die stunt coordinator, Boris Martinez, and e-foil expert, Adrian Valios, and the film was directed by Uncommon Creative Studio’s Sam Walker, through Pulse Films.
Elizabeth Cunningham, IAGL head of brand & marketing, stated, “Our new campaign marks a step change in our marketing approach — it’s the first time in over a decade we’ve given Avios its own stage. The strategic thinking that underpins this new work not only reflects Avios today but also its future — communicating that there’s more to Avios than you think. We’re so proud of this work from Uncommon, it truly captures how you can use the everyday to pay for your holiday.”
Sam Walker, Uncommon Creative Studio, executive creative director, commented, “The film embodies what feels like an entire nation gliding on e-foils towards their perfect holiday. We wanted to create a powerful visual idea, the feeling of everybody going about their everyday lives, all shot completely in-camera. We’re thrilled to see this campaign in the world.”
The full campaign will feature TV, VOD, cinema, OOH, social and digital running throughout the UK this year. The campaign is also the company’s biggest media investment to date.
Credits:
Client: IAG Loyalty
Creative Studio: Uncommon Creative Studio
Production Company: Pulse Films
Director: Sam Walker
Executive Producer: Chris Harrison
Producer: John Bannister
DOP: Daniel Voldheim
Service Company: Palma Pictures
Service Company Producer: Cat Isakson
Edit: Final Cut
Editor: Joe Guest
Edit Assist: Matt Gabzdyl
Sound: King Lear
Sound Designer: Jack Sedgwick
Music Supervision: Native
Music Supervisor: Dan Neale
Post Production: Rascal
VFX Supervisors: Gareth Brannan; Andrew ‘Barnsley’ Wood
Creative Director: Gareth Brannan
ECD & 2D Lead: Andrew ‘Barnsley’ Wood
2D Lead: John Thornton
2D: Holly McLean; Ben Stonehouse; Andy Brown
3D Pre-Vis: StereoColour
3D: Adam Ahlgren
Executive Producer: Colin Oaten
HOP: James Beck
Colourist: James Bamford
Colour Producer: Jai Durban
