A British Original
In October 2022, British Airways unveiled its new brand positioning, “A British Original,” developed with Uncommon Creative Studio and MG OMD. The campaign marked BA’s first major repositioning in a decade, designed to celebrate the airline’s heritage while connecting emotionally with modern travelers.
Campaign Overview
The campaign centered around the familiar immigration question: “What is the purpose of your visit?” Instead of the usual tick-box answers, BA offered hundreds of witty, human alternatives—from “Because this weather sucks” to “To feed the social feed.”
500+ unique executions across print, digital, and outdoor.
32 short films showcasing diverse traveler motivations.
Integrated rollout across airports, social media, and broadcast.
Timed with the post-pandemic travel boom, when audiences were eager to rediscover flying.
Campaign Objective
British Airways aimed to:
Reinforce its identity as Britain’s flagship airline.
Differentiate itself in a competitive post-pandemic travel market.
Celebrate the individual reasons people travel, beyond the standard “business” or “leisure.”
Build emotional resonance with both domestic and international audiences.
The goal was to make travel feel personal, not transactional.
Execution
Outdoor & Print: Billboards and posters with playful, unexpected answers to the “purpose of visit” question.
Digital Films: Short, cinematic spots highlighting personal travel stories.
Social Media: Interactive content inviting travelers to share their own “British Original” reasons.
Airport Activations: Immersive branding at Heathrow and other hubs.
Brand Impact
Repositioned BA as modern, witty, and emotionally intelligent.
Strengthened its image as Britain’s cultural ambassador in aviation.
Resonated with travelers by validating personal, quirky reasons for flying.
Results
A British Original created a fresh and deeply personal narrative for British Airways, inviting travelers to share the real, often unexpected reasons behind their journeys. The campaign generated strong engagement across social platforms as people contributed their own “original” motivations, turning the idea into a participatory storytelling moment. Its creative strength was widely recognized, winning accolades in Integrated Campaigns and Print at the Creative Review Annual Awards.
Lessons Learned
“A British Original” shows that brand repositioning works best when rooted in cultural truth. By reframing travel motivations, BA tapped into humor, relatability, and individuality—making the airline feel less corporate and more human.
