ba.com: Suitcase, Beachbody

THE BRIEF

British Airways is helping to modernise the way people travel The airline’s website, www.ba.com is a key driver in this aim. It helps to make travelling even easier. Customers can book their tickets and manage their journey online including checking in, choosing their seat, printing their own boarding passes and selecting any special meal requirements, all from the comfort of their home.

Business and frequent travellers are already familiar with the benefits of managing their booking online, so this campaign is aimed at the occasional holiday-maker who hasn’t used it in the past.
The aim of the advert is to gain the attention of occasional holiday makers, many of them families, by tapping into their mindset while they are making their final holiday preparations. The main message we want to get across is that, contrary to what they may think, checking in from home is actually very simple.

THE CREATIVE STRATEGY (‘suitcase’, ‘beach body’)

The adverts dramatise how simple checking in from home is in comparison to all the other preparations that go into getting ready for a holiday such as packing a suitcase or getting the perfect beach body.

The art direction plays with the opposition between the photographic images and the copy. On the one hand a charged and busy composition of objects (representing the holiday preparation) while on the other a very clear, light, ‘zen’ copy (representing the simplicity of online check in).