Famous Faces Profess their Patriotism in British Airways' Centenary Love Letter to the Britain
2019 is the year that sees British Airways mark its Centenary - 100 amazing years of taking the world to Britain and Britain to the world.
Launching the celebrations is a heart-warming brand marketing campaign - a love letter to Britain - thanking the nation for making British Airways the airline it is today.
The campaign, created by WPP Team Horizon - comprised of teams from Ogilvy and Wavemaker, features passengers, cabin crew, pilots and engineers from across the airline as they carry out the final touches for an incredible British Airways flight - BA100. Providing a snapshot of modern-day Britain, the iconic British superstars take their seats alongside people from all walks of life. As they make their journey on board, they each recount the values and characteristics which they feel make Britain such a special place.
Famous names featured in the campaign include stars of the screen Gary Oldman, Olivia Colman and Riz Ahmed, sporting stars Anthony Joshua, Ellie Simmonds, Nicola Adams, Chris Robshaw, Harriet Millar-Mills and Anthony Watson, musical icons Paloma Faith and The Kingdom Choir (with a cameo from David Bowie), alongside contemporary artist Grayson Perry, anthropologist Jane Goodall, chef and TV presenter Matilda Ramsay and Helen Sharman, the first Briton in space. All the famous faces were brought together as icons or leaders in their respective fields, playing an integral role in shaping the modern Britain of both today and the future.
Paloma Faith admires the Brits’ sense of style, while Olivia Colman and Anthony Joshua comment on the nation’s ability to pick themselves up when things get tough. Every pioneering individual shares their message of thanks in their own uniquely British way. Signing off with the message, ‘We love you Britain. You make us who we are’ and the end line: ‘British Airways. Made By Britain', the ad sets out to deliver the message that it’s the airline’s customers, both past and present, who have made it what it is today.
Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said: “Celebrating our centenary is a real milestone in aviation and British industrial history.
“This campaign is about thanking the amazing people who fly with us, work with us and partner with us. As it’s our 100th birthday, we plan to make this year very special for all of them – past and present - which is underpinned by our ongoing £6.5bn investment programme to deliver new aircraft, cabins, service and destinations.
“Our airline has been forged over 100 years. As we are inherently made by Britain it’s fitting that our campaign captures and celebrates everything great about our home nation.”
The TV advert will air for the first time simultaneously at 9.30pm on ITV1 (Grantchester) and on Channel 4 (8 Out Of 10 Cats Does Countdown).
Gary Oldman said: “I’m honoured to be part of the BA100 and to help British Airways celebrate their 100th birthday. It’s an incredible milestone for the Nation’s flag carrier.
Olivia Colman commented: “I fly with British Airways a lot, but this is the first time I’ve been on board with so many incredible British people and I got to drink tea all day!”
Anthony Joshua said: “It’s an honour to be asked to help British Airways celebrate such a huge anniversary. I feel privileged to have been involved in the BA 100 alongside people like Olivia Colman and Gary Oldman.”
Jules Chalkley, executive creative director at Ogilvy UK comments: “From a creative perspective British Airways is one of the crown jewels of British brands and is one that’s woven into the fabric of the UK. This has been a once in a lifetime opportunity to work alongside BA to help define the brand for the future and explore the idea of modern Britishness and what it means to the audience, not only on a local but global scale.
“We’ve created a platform that focuses on and puts people at the very heart of the idea. We want it to instil a feeling or pride and warmth in viewers that reinforces the very British values that have made the UK, and BA, what they are today.”
The campaign is the airline’s first major brand advertising campaign since 2012’s Don’t Fly, which encouraged Brits to stay at home and support Team GB and ParalympicsGB at the London Olympics in 2012.
Developed by WPP Team Horizon (comprised of teams from Ogilvy and Wavemaker), who worked closely with Talent Republic to identify the best of British talent. The ad campaign will premiere to British Airways’ Executive Club members from 11.30am on February 1st.
Throughout the afternoon the campaign will launch across social media, with a TV, broadcaster video-on-demand and cinema roadblock later that evening. This follows a ‘teaser’ phase launched on January 28, running across news websites, social media, national press and digital out-of-home seeding information about the #BA100 flight.
Across launch weekend, British Airways will own Twitter First View across a 24-period, and commence a heavyweight presence across TV, Broadcaster VOD and Cinema, as well as dual screening targeting across Social and Search.
Credits
BRITISH AIRWAYS
Carolina Martinoli, Director of Brand and Customer Experience |
Hamish McVey, Head of Brands and Marketing |
Paul Rogers, Manager, Global Marketing and Communications |
Shivani Arora, Campaign Manager |
Amy Bath, Campaign Manager
WPP Team Horizon - comprised of teams from Ogilvy and Wavemaker
OGILVY UK
Jules Chalkley, Executive Creative Director Ogilvy
Martha Riley, Creative Director
Andy Forrest, Creative
Nicola Wood, Creative
Dave Towers, Head of Design
Jo Bacon, Client Lead IAG
Joshua Harris, Managing Partner
Kerry Capps, Client Director
Emily Ross, Account Manager
Danielle Sandler, Senior Producer
Chloe Brown, Assistant Producer
Sophie Rhys Evans, Agency Project Manager
OGILVY US
Ryan Blank, Executive Creative Director
Gabbi Baker, Account Supervisor
WAVEMAKER
Vicky Thompson, General Manager
James Wilde, Client Director
Rory Davis, Account Director
Emily Smith, AV Account Director
Joe Cinko, AV Account Manager
Raluca Pasarica, Performance Account Manager
Stav Physicos, Display Account Manager
PRODUCTION
Tom Tagholm, Director
Ben Gill, 1st Assistant Director
Fran Thompson, Producer @ Park Pictures
Production Company, Park Pictures
POST PRODUCTION
Tim Hardy, Editor @ Stitch
George Kyriacou, Grade Artist, MPC
Tom Harding, VFX Supervisor, MPC
Michael Eames, Animation Director, Framestore
CASTING
Anne Batz, Talent Republic (Hero Talent)
MUSIC
Dan Neale, Music Supervisor, Native
Jo Skinner, Music Editor, Native
AUDIO
Parv Thind, Sound Designer, Wave
