Uncommon’s first work for British Airways Holidays urges Brits to take their holidays seriously. Despite the fact that not taking a holiday is proven to kill us sooner, Britain fails to take holidays seriously. In fact, a new survey reveals that 50% of UK working adults do not take their full annual leave allocation.

The survey, commissioned by British Airways Holidays with YouGov Plc., also found that 48% of working Brits have checked their work emails while away, when science suggests that not taking time off can shorten your life expectancy. With a cost-of-living crisis this winter and a recession on the horizon, many will be finding it harder to justify a getaway in 2023. However, a 40-year study by the European Society of Cardiology revealed that taking a holiday could help people live longer. British Airways Holidays’ survey also revealed that nearly 79% of those asked agreed that taking a break is good for their mental health.

With this in mind, Uncommon’s new films launch the start of a new campaign for British Airways Holidays, Take Your Holiday Seriously. The work will run on TV, in cinemas and across social, with more campaign executions launching later in the month. Behind the humour is an important message – that holidays are more than a frivolous luxury, and we should all prioritise time away for our wellbeing.

Credits
Client: British Airways Holidays 
Creative Studio: Uncommon 
Production company: Anonymous Content 
Producer: Peter Knowles  
DOP: Stephen Keith Roach 

Editor: Rick Russell @ Final Cut 
Producer: Frankie Elster
Post-production: Electric Theatre Company
Colourist: Jason Wallis
VFX Supervisor: Scott Ryan
Producer: Rosie Corbett
Sound Company: Soundtree