Passengers Take in the World Below in Epic Outdoor Series from British Airways

British Airways unveils a new outdoor campaign as part of its 'A British Original' positioning, celebrating the important journeys in life that help shape a customer’s future.

The next iteration of 'A British Original' launched earlier this month with a new brand film directed by Emmy Award winner and Grammy nominee, Miles Jay set to a soundtrack from lead vocalist of Groove Armada, Saint Saviour.

The new outdoor series titled 'Windows' follows this film - both of which hero the airline’s colleagues featuring them front and centre in both the film and outdoor.

The outdoor imagery captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft.

This concept plays on the idea that customers usually take photographs from their seat out of the aircraft window, but instead, reversing the camera and spotlighting customers’ emotions as they look onto their destination, can give a deeper insight into their unique stories and original reasons for travel.

The outdoor was created by Uncommon and photographed by Christopher Anderson known for his emotionally charged and artful images that explore themes of truth and subjectivity. He has also been nominated for a Pulitzer Prize.

Anderson has worked for Newsweek Magazine and National Geographic Magazine and became the first Photographer in Residence at New York Magazine.

British Airways strategic media buying agency, MG OMD, worked to carefully secure the 324 sites that the 11 prints will be displayed on throughout the UK, including digital and print billboards at Edinburgh, Cardiff, Manchester and Piccadilly Circus in Central London.

Nils Leonard, co-founder at Uncommon said, “Only truly iconic brands can say less. The magazine you notice most is the one with the least on the cover, the same is true of posters. We’re proud to share our latest outdoor with our partners - capturing the magic of that window view in a new place, the many different faces that board a BA plane - each and every one a British original.”

Calum Laming, British Airways’ chief customer officer, said, “We know our customers all have different and unique reasons for travel, so we really wanted to reflect this through our newest OOH advertising series, by capturing the special moments when customers look onto their destination at 35,000ft. We’re incredibly proud to feature many of our colleagues in our TV advert and our new OOH campaign to keep showcasing what makes British Airways so special, which is absolutely our people.”

More about the new film

The outdoor release follows the launch of British Airways new brand film earlier in the month - the airline and its creative agency appointed Emmy Award winner and Grammy nominee, Miles Jay, to direct this new brand film. In addition, lead vocalist of Groove Armada, Saint Saviour, curated the music. Built of acoustic tones and subtle vocals, the music carries viewers on an emotional journey, evoking those feelings of nostalgia for travel with loved ones.

Building on the creative concept of journeys shaping customers’ futures, the advert tells the story of a baby dreaming of all the experiences she may have ahead as she embarks on her first trip with British Airways. It shows poignant moments in her future, recognising that a path in life can be inspired by each and every journey taken. The advert made its television debut during one of the 'Gogglebox' ad breaks and continues to run across channels including Sky and ITV.