Remember when copywriting and art direction used to come together in ads in perfect symbiosis to present an idea that packed a mighty punch? Uncommon rekindled that power-cell last year for British Airways with the campaign, A British Original, that was original in itself. This year, it has made the symbiosis even sharper, focusing on relatable moments many people around the UK experience during the festive season added to the campaign’s dash of wit that says, “here’s a reason to travel”.
It’s tough to follow a campaign that broke new ground by presenting 500 uniqueprint, digital and outdoor executions – that’s no two the same – and won a Grand Prix in outdoor at this year’s Cannes Lions. But creative challenge seems to be something Uncommon likes to conquer.
One of this year’s execution, for example, displays the scene of a pulled cracker with the traditional ‘paper joke’ written inside. For this execution, Uncommon has written 12 individual lines that will change in the run-up to Christmas.
The new campaign is running across various digital OOH, press and social across the UK throughout the month of December.
Uncommon and British Airways also have a surprising and warm-hearted gift for those who are welcoming travellers. As thousands of people land back into London this Christmas, British Airways is presenting personal handwritten welcome messages from the friends and family members of loved ones to make their arrivals hall reunions extra special.
David surprised his wife Louise with a 60th Birthday message after a romantic trip to Vienna, for example. Jacqui welcomed her family home and met her 8-month-old granddaughter for the very first-time.
The campaign was created with Uncommon and executed with Uncommon’s Experience Studio. The handwritten notes will appear in airport terminals (Heathrow, Gatwick and London City) as well as digital outdoor sites located along typical travel routes, out of airports and into surrounding towns, ensuring loved ones receive them.
On the campaign site, customers could handwrite their messages or use one of three responsive fonts (until December 21), along with a suite of festive doodles created for the campaign. Once the messages were submitted, the notes were triggered by live flight data, ensuring the letter was there when a loved one arrives home for Christmas.
Credits Big Little Welcomes:
Creative Studio: Uncommon Creative Studio
Client: British Airways
Director: Emily Macdonald
Editor: Maia Lloyd
Producer: Scarlett Barclay
DOP: Henry Lockyer
Post-production: Uncommon Creative Studio
Grade: Ben Hutton
Licensed Music: Man on Wire by Steven Gutheinz licensed by Music Bed
Audio post-production: Tim Sutton
