British Airways this year an integrated advertising campaign. including television, online and print components, centering on the company’s redesigned coat of arms, with the tag line, “To Fly. To Serve”. The 90 second commercial at the heart of the campaign, following the history of British Airways aviators and planes, was launched on Facebook in September 2011.
To Fly. To Serve. These four words were painted on the tailfins of British Airway’s early aircraft. Pilots wear them still, in the lining of their jackets and on the peaks of their hats. “They’re rarely noticed, but they’ve always been at the heart of everything we do. Because they’re not a slogan. They’re a promise. We’re committing to this promise again and we’ll continue to build on it. With the certainty that we face our future with the same pride we feel for our past.”
The 90 second commercial eulogizes British Airways pilots through the different eras, from the early days of bi-planes in the 1920s, to modern-day jet-engine travel. Click on the image below to play the 90 second Aviators video in YouTube (HD)
From historically accurate fashions to CGI modelling of planes, this video showcases the attention to detail required for the new British Airways campaign ad and the many people involved in making the film. Click on the image below to play the Making Of video in YouTube (HD)
British Airways staff talk about what it means to fly, to serve. Click on the image below to play the To Fly, To Serve video in YouTube (HD)
British Airways people and planes over the last 90 years. This film is about the Airco de Havilland DH.9, de Havilland 86 DC-3, VC-10, Boeing 747 and the iconic Concorde. Click on the image below to play the Planes video in YouTube (HD)
“Shona Owen was born on a British Airways flight in 1991. 18 years later we flew her to Australia as a birthday present. She is one of three babies born on BA flights in the last 20 years. When a passenger boards at 30,000 feet, we’re ready. Every team on every flight includes crew who have trained specifically to ensure safe birth in the air. Just one of many skills they’ll train for, but rarely need. And that’s the point. The best cabin crew don’t just carry out their duties flawlessly. They take anything in their stride as a point of pride. Including the occasional appearance of an extra passenger, somewhere over the ocean.
“For just six glorious hours, he didn’t feel endangered at all. Our Cargo Team ensure that we’re equipped for our most demanding passengers. Orangutans are on the edge of extinction in the wild, and this young male needed highly-specialised care on his recent journey home. At least he was friendlier than last year’s leopard.”
“Our Turnaround Team are often responsible for the safe loading and prompt departure of the most precious cargo imaginable, for life-saving transplant operations. There’s no margin for error in these deliveries. No delays. No mistakes. All in a day’s work.”
“Engineer Martin Wood has been with us for 20 years. This is the back of his hand. Martin’s long experience means he knows every part of a 747 as well as his own family’s faces. He’s not unusual. Many of our engineers have been with us as long. But they’ve always got an eye on the future. Our apprenticeship scheme ensures they pass their knowledge onto the next generation.”
THe Aviators campaign was developed at BBH, London, by creative director Nick Gill, creatives Justin Moore and Hamish Pinnell, agency producer Helen Powlette, TV assistant producer Jemima Bowers, digital producer Austin Vernon, team manager Natalie Hellon, strategic business leads Richard Lawson and Keir Mather, strategy director Ross Berthinussen, commercial strategy director Heather Alderson, team director Jon Phillips, print assistant producer Laura Smith, print producers Helen Johnstone and Andrea Kenyon, head of design Sid Russell, working with Abigail Comber, British Airways Head of Brand Engagement.
Post production was done at The Moving Picture Company (MPC) by post production porucer Tim Phillips, VFX supervisors Ludo Fealy, Carsten Keller, VFX team Toby Aldridge, Stirling Archibald, Michael Diprose, Fabian Frank, Ryan Hadfield, Robert Hesketh, Daniel Kmet, Kamen Markov, Giacomo Mineo, Jim Spratling, colorist Jean-Clement Soret.
MPC produced a CG fleet of planes – the early DH51 and 89 of the 20’s and 30’s, the DC3 and VC10 of the 50’s and 60’s, the 70’s Concorde, and the present-day Boeing 747. Reference taken from visits to Brooklands Museum and Duxford Airfield helped the team re-create every detail. Authentic livery was also created to match each era.
Sound was produced by Jack Sedgewick at Wave Studios.
Photographer was Mark Stenning.