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British Airways - New York. We're Back.

27/09/2021
Advertising Agency
London, UK
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After an 18-month separation, the announcement of the re-opening of the transatlantic corridor to UK travellers, once again reuniting the UK and the US was always going to be historic news, and especially for British Airways, which operates the most flights of any UK carrier across the Atlantic. To mark this moment, British Airways and WPP collaborated to reproduce an iconic image for an iconic route and brand.

The creative teams felt that after the longest period of absence in the airline’s history, it was vital to capture the excitement of British Airways’ flights returning to the skies above New York, the airline’s most frequent route between the UK and the US. In the iconic photograph, Lunch atop a Skyscraper, it appears as if the construction workers have been frozen in time, waiting for a momentous moment to wake them up. With painstaking work these 11 men, trapped in a photo since 1932, were awakened. Photographer Adam Hinton paid incredible attention to detail in matching the original image, while portraying the construction workers looking up to the sky to see the return of our nation’s flag carrier.

The ‘We’re back’ campaign is much bigger than just the re-opening of one route to one country, however special that relationship may be. British Airways is part of the fabric of British society. It carries more than travellers. It carries the hopes of a nation post-pandemic. We're back.

About Ogilvy UK
Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line. We believe in today's world this is the best way for our clients to achieve sustainable growth. We achieve this by breaking down the barriers that restrict talent and ideas. This is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR, and Health. This allows us to not only operate but innovate at the intersection of capabilities and talent. Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries. The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology. We call this Borderless Creativity.  

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