British Airways' Campaign Celebrates Relatable Christmas Moments

Last year, Uncommon Creative Studio, launched a ground-breaking multi-channel campaign with British Airways - where no two ads were ever the same.

The new positioning, ‘A British Original’, celebrated British Airways’ people, its customers and the nation. 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.

Throughout the Summer, British Airways released a new series of executions playfully using art direction and motion to build on the previous campaign’s design.

This Christmas, the playful and contextual art direction continues, focusing on relatable moments many people around the UK experience during the festive season. The imagery was shot again by photographer Dan Tobin Smith.

One execution displays the scene of a pulled cracker with focusing on the ‘paper joke’ written inside. For this execution, Uncommon have written 12 individual lines that will change in the run-up to Christmas.

From unfinished ‘board games’ to ‘gifts you can’t wrap’ these new festive themed series continue to showcase craft, while utilising some of the oldest advertising skills - writing and design.

These new executions will be live across various digital OOH, press and social across the UK throughout the month of December.