Mike McGee, co-founder and creative director at Framestore, says: "British Airways’ ‘Magic of Flying’ tapped into a common childlike curiosity about flight destinations by interrupting other brands’ ads to point, in real-time, at planes flying overhead. The campaign represents a melting pot of some of the year’s biggest trends: genuine human insight, innovative outdoor, real-time, interactivity, inter-brand collaboration, evolved experiential and an apt use of technology… all harmoniously living on a world-famous landmark, Piccadilly Circus. Just perfect."
Summary Featuring custom-built technology, this outdoor ad campaign, which ran in London’s Chiswick and Piccadilly Circus, aimed to remind people of the magic of flying, as seen through a child’s eyes. Using surveillance tracking, when a plane passed overhead the display changed to reveal an image of a child pointing at the plane, while the flight number and its origin were flashed on screen, as well as information including the lowest available fare or the temperature at the destination.