Uncommon Creative Studio Spotlights How You Can Make Your Dream Holiday a Reality with Avios

Leading loyalty company IAG Loyalty who own and run the global loyalty currency Avios has unveiled its first above the line campaign in 11 years, reaffirming its commitment to building a globally ubiquitous loyalty currency embedded in everyday spending and rewarding experiences.

The new campaign, 'Everyday', created by Uncommon Creative Studio, addresses the misconception that you only collect Avios by booking flights; instead, the work spotlights that members are able to make their dream holiday a reality far sooner by collecting Avios through a broad variety of everyday transactions.

The new campaign launches with a world-first film featuring people undertaking everyday tasks such as grocery shopping, drinking a coffee and ordering an Uber — all whilst riding e-foil surfboards across a serene bay — metaphorically spending their way to the holiday of their dreams.

The film opens on a tight frame with a man dressed in a shirt and tie and the music begins — 'Seasons' by the iconic indie band Future Islands. The camera slowly pans out to reveal he is moving effortlessly across the water, later accompanied by two more e-foilers — all dressed in normal clothing as they glide towards their destinations.

The music continues and more e-foilers are revealed — gradually taking a formation while the camera draws the viewer’s attention to each individual with their own everyday moment — reflecting the myriad ways that Avios can be collected. The ease and comfort that our people show, emphasises the simplicity of collection.

The stunt was created almost entirely in-camera — a feat only made possible thanks to the expertise of the e-foilers who were recruited from different corners of the world. The scale and complexity of the work is a world first. 'Everyday'’s epic stunt was choreographed by James Bond’s 'No Time To Die' stunt coordinator Boris Martinez and e-foil expert Adrian Valios and directed by Uncommon Creative Studio’s Sam Walker, through Pulse Films.

Elizabeth Cunningham, IAGL head of brand & marketing said, “Our new campaign marks a step change in our marketing approach — it’s the first time in over a decade we’ve given Avios its own stage. The strategic thinking that underpins this new work not only reflects Avios today but also its future — communicating that there’s more to Avios than you think. We’re so proud of this work from Uncommon, it truly captures how you can use the everyday to pay for your holiday.”

Sam Walker, Uncommon Creative Studio executive creative director said, “The film embodies what feels like an entire nation gliding on e-foils towards their perfect holiday. We wanted to create a powerful visual idea, the feeling of everybody going about their everyday lives, all shot completely in-camera. We’re thrilled to see this campaign in the world.”

The campaign was developed in collaboration with creative studio Uncommon and is an integrated campaign that will feature TV, VOD, Cinema, OOH, Social and Digital running throughout the UK this year. The campaign also reflects the company’s biggest media investment to date.