British Airways: Le Supermarché

In October of 2022, Uncommon launched a ground-breaking multi-channel campaign with British Airways - where no two ads were the same. The new positioning, ‘A British Original’, celebrated British Airways’ people, its customers and the nation, which helped to make British Airways, a British Original. It explored the individual and original reasons people travel, whether to reconnect with loved ones, take some time out or to immerse themselves in a different culture. The campaign included an original approach both in creative and media, bringing to life reasons for travel in a record-breaking number of executions - with over 500 unique print, digital and outdoor executions. The campaign went on to win the coveted Grand Prix in outdoor at this year’s Cannes Lions. Now, the Cannes Grand Prix winning idea returns, continuing to explore the individual and original reasons people travel, but this time with a focus on celebrating British summer time. The new executions use playful art direction and motion of the work to build on the previous campaign’s design. Continuing to show a high level of craft from this ongoing campaign - embracing some of advertising oldest skills - writing and design - to make a modern classic. The new executions include a more contextual approach - using visual cues from objects to reflect the sentiment in the copy - with imagery shot by renowned photographer James Day. From text effortlessly moving as if it were printed on the material of a boat sail to a textured marker pen crossing out the events of a trip to Vegas.