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Uncommon extends 500-ad Cannes Lions-winning British Airways campaign


By Amy Houston, Senior Reporter

August 1, 2023 | 4 min read

The campaign for British Airways by Uncommon follows last year’s push that won a Grand Prix at Cannes Lions.

British original - 01

Uncommon's ad for British Airways / Uncommon

The airline is continuing to explore the individual and original reasons people travel, but this time its putting the focus on celebrating British summertime – rain or shine!

Last year’s work saw outdoor activations that encompassed 500 unique prints. The new executions continue with this theme of using clever copy and recognizable design to make an impact.

The difference with this push is that the creatives take a contextual approach, using visual cues from objects to reflect the writing. One ad that conveys the excitement of being in a supermarket abroad is printed on Brie, another takes a more relaxed approach with words written on a pool inflatable with dripping droplets of water, among others.

The imagery was shot by photographer James Day.

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Project Name: ‘A British Original’

Creative studio: Uncommon

Client: British Airways

Media agency: MG OMD

Photograph: James Day

CGI: Curious Productions

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