British Airways gives grandparents a cinema trip they will never forget

Three years ago Esme's family emigrated to start a new life in Australia, where she "loves everything" but misses two things from her life - her grandparents.

British Airways filmed Esme’s "amazing life" in Sydney and then tracked down her grandparents and invited them to the cinema one evening, where they were surprised with a film made just for them by their granddaughter and given free tickets to Australia.

Brands: British Airways and Tourism Australia

Agency: OgilvyOne

Creatives: Andy Davis and Jason Cascarina

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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