British Airways is running “Home Advantage”, an integrated advertising campaign encouraging British residents to stay in the country during the London 2012 Olympics to support British athletes. Television and print advertising, Facebook interaction, is supplemented with a digital campaign at taxi.ba.com in which British postcodes or addresses can be entered to include street footage in the “London 2012″ ad. Centering on a Boeing 777-200 being piloted through the streets of London, the campaign follows the plane on a road trip from Heathrow for the Olympic stadium, taking in the best of London’s sites on its way.
The campaign began with an unbranded teaser, paying homage to the recent ‘Fenton the Dog’ YouTube sensation. A terrier called Cookie playing in Richmond Park is distracted by the irresistible urge to chase a British Airways plane taxiing through the park. Click on the image below to play the video in YouTube (HD)
A Google Street View powered app, on both taxi.ba.com and Facebook, invites visitors to create a personalised version of the TV ad by entering their postcode or address. The personalised version includes three extra shots in which the BA plane drives through the viewer’s street.
Click on the image below to play the London 2012 video in YouTube (HD)
Click on the image below to play the Home Advantage video in YouTube (HD)
Click on the image below to play the Behind the Scenes video in YouTube (HD)
The Home Advantage campaign was developed at BBH London by creative directors Justin Moore and Hamish Pinnell, creative team Matt Moreland and Chris Clarke, agency producer Natalie Parish, print producers Helen Johnstone and Andrea Kenyon, account team manager Natalie Hellon, account team director Mark Whiteside, strategy director Ross Berthinussen, strategic business lead Keir Mather, working with British Airways head of marketing Abi Comber, campaign project manager Kate Jenkins and brand communications media manager Stuart Mayo.
Photographer was Paul Zak.
Post production was done at Framestore, London, by VFX supervisors Russell Dodgson and Rob Kolbiens, colourist Simon Bourne.