British Airways celebrates its customers and the various reasons why people might travel, acknowledging how sometimes it goes further than just business or leisure, in it’s latest campaign by Uncommon.

Five hundred print, digital and outdoor executions and more than 32 different short films have been released as part of the campaign.

Some snappy 20-second spots show simple clips of people’s travel moments, whether it’s hugging a loved one or going for a dip.

Inspired by the frequent line many hear on their travels: “What is the purpose of your visit?”, the short films end with three checkboxes simply stating “Business”, “Leisure” and a third, more human, option, which includes responses such as “Because I have too much on my plate, none of it seafood” or “To feed the social feed”. A series of out-of-home executions follows the same stripped back format.

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