My Most Immortal Ad: Natalie Lam on British Airways' 'Magic of Flying'

 

For some reason a lot of work from a decade ago had the biggest impact on me. This could be cheating as I’m only asked to pick one but Volvo's Epic Split, ING's The Next Rembrandt, and British Airways’ #lookup in Piccadilly Circus are my favourite all time work, and I’ll expand on the BA piece.

There’s the saying “any sufficiently advanced technology is indistinguishable from magic” - and this work is pure magic. A smart and perfect combination of emotions and tech, a modern-day storytelling that promotes the brand and product front and centre. It’s also ultra-simple, with not an element out of place — from the idea, the design, the words, to the execution. It’s classic yet modern, I haven’t seen anything else that comes close to how elegant this work is, a magic that is only possible with the help of invisible tech, made me smile and jealous the first moment I saw it, and I still do, 10 years later.