BA 'club rules' by Bartle Bogle Hegarty

The creative is based on the concept of a new contemporary British club opening. It reinforces the increased flexibility that air travellers have when they fly with British Airways in business class. With the strap line "Our new club rules are all about what you can do -- not what you can't", it turns traditional club rules on their head, allowing customers to decide their own. The ads will highlight key elements of the new Club World cabin, such as the new Z-bed position in which customers are expected to "put their feet on the furniture," the new privacy screens support "a happy to leave you alone policy" and the Club Kitchen, where "helping yourself to food is strictly encouraged".