British Airways - A British Original (case study) Outdoor Grand Prix at the Cannes Lions 2023

British Airways launched a groundbreaking multi-channel campaign called A British Original, which celebrates British Airways’ people, its customers, and the nation. The campaign explores the myriad reasons people travel, whether it’s to reconnect with loved ones, to take some time out, or to be immersed in a different culture. “A British Original“ encompassed over 500 unique print, digital, and outdoor executions and over 32 different short films. Perfectly timed with the post-pandemic holiday boom, British Airways’ new brand positioning, “A British Original“, is intended to be a celebration of the airline’s people, customers and the nation as a whole. The campaign by Uncommon Creative Studio centred around the common question travellers are asked when they land at a new destination: ‘What is the purpose of your visit?’ Along with the standardised boxes of business or leisure, the campaign offered up a series of more reflective and relatable answers for holidaymakers – wh