Just when you thought OOH ideas were getting a little same-same, Uncommon Creative Studio has filled the UK with 324 extreme close-ups of British Airways planes and passenger faces staring out in wonder.
The new outdoor campaign, Windows, continues Uncommon’s A British Original positioning, celebrating the important journeys in life that help shape a customer’s future. It follows a new brand film, launched earlier this month, directed by Emmy Award winner and Grammy nominee, Miles Jay, set to a soundtrack from lead vocalist of Groove Armada, Saint Saviour.
The outdoor imagery captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft. The concept is built on the idea that passengers usually take photographs from their seat out of the aircraft window. Instead of showing what they capture, it the campaign reverses the camera to show customers’ emotions as they look onto their destination, giving a deep insight into their unique stories and original reasons for travel.
Nils Leonard, co-founder at Uncommon, stated, “Only truly iconic brands can say less. The magazine you notice most is the one with the least on the cover, the same is true of posters. We’re proud to share our latest outdoor with our partners — capturing the magic of that window view in a new place, the many different faces that board a BA plane — each and every one a British original.”
Both the outdoor series and film hero the airline’s colleagues featuring them front and centre in both the film and outdoor.
Windows was photographed by Christopher Anderson known for his emotionally charged and artful images that explore themes of truth and subjectivity. He has also been nominated for a Pulitzer Prize. Anderson has worked for Newsweek Magazine and National Geographic Magazine and became the first Photographer in Residence at New York Magazine.
The OOH, with media planning and buying by MG OMD, is displayed throughout the UK, including digital and print billboards at Edinburgh, Cardiff, Manchester and Piccadilly Circus in Central London.
Calum Laming, British Airways’ chief customer officer, commented, “We know our customers all have different and unique reasons for travel, so we really wanted to reflect this through our newest OOH advertising series, by capturing the special moments when customers look onto their destination at 35,000ft. We’re incredibly proud to feature many of our colleagues in our TV advert and our new OOH campaign to keep showcasing what makes British Airways so special, which is absolutely our people.”
Credits:
Client: British Airways
Creative Studio: Uncommon Creative Studio
CGI, Animation, Retouching and Post: Recom Farmhouse
Photographer: Christopher Anderson
Photographer’s Agents & Production: We Folk
Casting: Kharmel Cochrane
Where this instalment of A British Original began:
