British Airways is giving potential passengers a window seat to the world with the launch of a new campaign designed to celebrate the beauty of air travel and the creativity of modern British artistry.
Devised by Uncommon Creative Studio, “Reflections” follows four British photographers – Laura Pannack, Jack Johnstone, Catherine Hyland and Cian Oba-Smith – as they travel across three continents, capturing the world through aircraft windows, with the BA logo reflected on the engines.
The new outdoor series is part of the brand’s “A British Original” positioning, celebrating the important journeys in life that help shape a customer’s future.
Media has been handled by MGOMD, which has planned premium outdoor placements across key regions and travel hubs.
Shot in-camera, the campaign explores how subtle moments – light, texture and movement – can turn a simple reflection into a powerful visual. Each image shows the epic view from a customer’s cabin seat, designed to bring the relatable feeling of looking out of the window to life. The visuals capture the emotion that defines the magic of flying; whether that is somewhere new or a return visit.
Each photographer uses their own techniques – spanning film, digital and motion – revealing an individual moment in time. Each landscape is original, from the skyscrapers of New York to the turquoise waters of the Bahamas and the rolling hills of the British countryside.
The full series covers: New York, London, Atlanta, Nassau (Bahamas), Dubrovnik (Croatia), Keflavik (Iceland), Abuja, (Nigeria), Marrakesh (Morocco) and highlights Barcelona’s coast, the British countryside and the Pyrenees.
BA chief customer officer Calum Laming said: “We know our customers all have different and unique reasons for travel, and we wanted our new campaign, Reflections, to capture that universal, relatable moment of wonder when looking out of an aircraft window.
“There is a huge amount of work that went on behind the scenes to bring this vision to life. The final result is testament to the expertise of our brilliant colleagues and collaborators, who came together to help us deliver this campaign – and we couldn’t be more proud.”
Uncommon co-founder Nils Leonard added: “Moments like this are different for each of us, but we’ve all had one. A rise out of a cloud, a descent to somewhere thrilling. A glimpse of light and colour through a plane window that is your first experience of something original, that will stay with you forever.
“We wanted to capture these original moments, and to tease the viewer with them. This is a visual truth. That the BA logo, the plane and the destination can be found so naturally is a gift we had to capture. A moment in time, a new icon for a British Original all hiding in plain sight.”
Related stories
BA is first brand to fly with real-time ITVX ‘pause ads’
British Airways under fire over loyalty scheme overhaul
Havas swoops for Uncommon in deal worth up to £120m
Uncommon CX division lands BA loyalty account prize
Uncommon reunites DM agency chiefs for CX Practice
Be the first to comment on "BA opens a lens on the world in ‘Reflections’ OOH ads"