"The page peel is eye-catching and lures the user into exploring further on their own terms, rather than having unsolicited advertising thrust in front of them.
"The willingness of Yahoo! to open up its property to new formats is a good sign for a rejuvenation of online advertising through wider creative thinking. And the work of the agency in getting BA to push the boat out with new creative executions is to be applauded in getting companies to see the internet as more than banners and buttons."
Media planning: David Shiell at i-traffic
Brief: The page peel was deployed to establish awareness of BA's new
short-haul proposition, in particular the promotion of its new low-cost