British Airways: A British Original by Uncommon

In its debut work for British Airways, creative agency Uncommon has developed a month-long campaign that encompasses 500 unique print, digital and outdoor executions, plus over 32 different short films.

‘A British Original’ explores the multitude of reasons people travel – whether to reconnect with loved ones, take some time out or immerse themselves in a different culture.

It features a series of one-off billboards that center around a question travelers are often met with: what is the purpose of your visit?

Instead of a bog-standard answer, the stripped-back posters highlight witty, heartfelt and relatable reasons.

The campaign will be amplified across TV, video-on-demand (VOD), cinema, radio, print, display, social and out-of-home (OOH) sites in London.