British Airways: Out of Office, 2

British Airways Holiday’s new campaign - ‘Take Your Holiday Seriously’ - launches the next iteration of the campaign, a series of witty outdoor executions created by Uncommon. The idea for the outdoor is centred around the common ‘Out of Office’ email - something many of us are familiar with setting up ahead of taking our annual leave at work. But instead of the usual polite sign-off messages that can typically note ‘if urgent please contact me via mobile’ - these OOO emails are much more punchy in protecting our headspace from the office when we’re on our holidays. The emails include playful copy such as 'No' and '0% chance of work'. 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. The OOH follows a series of films launched in late December, urging Brits to take their holidays seriously. Due to the fact that despite not taking a holiday is proven to literally kill us sooner, Brits fail to take them seriously. In fact, a new survey revealed that 50% of UK working adults do not take their full annual leave allocation.