Avios, the new brand name for British Airmiles, was promoted with “Anything Can Fly, an integrated advertising campaign with a aviation theme. The campaign was centred on the idea that customers can turn things they buy into flights with Avios. The television commercial at the heart of the campaign, “Fly”, shows a washing machine, lawnmower, portable entertainment systems, a barbecue and petrol pump flying with the aid of attached propellers. The campaign won a Gold Award for Licensed Music at the 2012 Clios Awards.
Click on the image below to play the Avios Fly video in YouTube (HD)
A mini documentary, “The man who made things fly”, takes us behind the scenes of the commercial. Click on the image below to play the Man Who Made Things Fly video in YouTube (HD)
The Anything Can Fly campaign includes a range of print and out of home advertisements featuring products available through the loyalty programme.
The Avios Fly campaign was developed at 101 London by executive creative director Richard Flintham, creative director/copywriter/art director Augusto Sola and agency producer Nicky Barnes.
Filming was shot by director Simon Ratigan via HLA, London, with executive producer Mike Wells, producer Lisa Trnovski, director of photography Bob Pendar-Hughes. Local production in Spain was provided by Widescope Productions, Barcelona.
Editor was Adam Spivey at The Playroom.
Music, “Underwaters (One For Keni)” by Leila, was licensed at Soundtree London.
Post production was done at The Moving Picture Company, London, by VFX producer Tim Phillips, VFX supervisors Bill McNamara, Carsten Keller, VFX team Ben Cantor, Andrea Falcone, Saber Jlassi, Bevis Jones, Yousuke Matsuno, Sam Meisels, Andreas Restle, Tom Rowell and Rob Walker, amd colourist Jean Clement Soret.