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.”

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.

British Airways | A British Original
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.

British Airways | A British Original
Last year, British Airways alongside its partners Uncommon Creative Studio and MG OMD, took home the Outdoor Grand Prix at the Cannes Lions 2023 for its work launching ‘A British Original’ in 2022. The award-winning campaign included an original approach both in creative and media, bringing to life reasons for travel in a record-breaking number of executions. It encompassed over 500 unique print, digital and outdoor executions and over 32 different short films all running over the course of a month. The campaign focused on the common question travellers are frequently asked when they land in a new destination: ‘What is the purpose of your visit?’ but instead of ticking the standard boxes of ‘business’ or ‘leisure’, viewers see more meaningful and relatable answers for travel celebrating each original reason, showing that British Airways recognises each of its customers as individuals.

Since the launch of ‘A British Original’, the airline has continued to champion originality throughout its customer experience. From its onboard safety video showcasing everything that makes Britain unique, to its menus with a focus on British provenance, and uniquely British elements on the ground as well as in the air, the airline continues to hero originality throughout every step of the customer journey.

Find out more on Uncommon.