BRITISH AIRWAYS: A TICKET TO VISIT MUM

Digital Content, Social

Awards:

One Show - Silver Branded Entertainment
One Show - Silver Interactive Online Video/Film
Ogilvy's Annual Twin Peaks Award
Cannes Lions - Cyber Lions Shortlisted, Social Video
DMA Mike Hughes Creativity Award
DMA International ECHO - Gold
Jay Chiat Award - Grand Prix
Jay Chiat Award - Gold, National Strategy
 

Brief: Get more Indian ex-pats in North America to use British Airways when they fly to India.

Response: We tapped into a cultural truth about Indian families, specifically Mums, to tell an emotional story about the unconditional love between an Indian son and his mother, supported with digital and social programming.

Case Study:

Full version:

Results: An instantly viral video (~1.3MM views) with a 70% completion rate (not bad for 5-minutes), recognition from people like the CMO of Coca-Cola & CEO of Linked-In, and more importantly, an increase in BA bookings to India. 

Credits:

Chief Creative Officer: Alfonso Marian
Creative Directors: Jim Thompson, Simona Lo
Copy: JM DaVirro, Alena Cason
Art Directors: Katie O'Keefe, Edu Herran
Director: Brandon LaGanke