British Airways is championing its readiness for the 2012 Olympics in London, using the brand’s British Airways Facebook page and Google+ site to launch and promote “The Race”. The ad takes us on trip through the 17km of underground baggage conveyor belts underneath Heathrow’s Terminal 5. The campaign includes print and digital advertising noting statistics relating to British Airways staff and systems.
The 60-second TV ad takes a light-hearted look at the build-up to the London 2012 Olympic and Paralympic Games through the eyes of a little girl whose British bag is racing against luggage from other nations to make it to the arrivals hall first. British Airways is the official airline partner of the London 2012 Olympic Games and Paralympic Games and will transport many people to their London holidays for the Games. The ad tagline is ’2012. We’re ready. To Fly. To Serve.’
Click on the image below to play the video in YouTube (HD)
The little girl is played by four year-old Magdalene Mountford and the voiceover is by veteran sports presenter Jim Rosenthal. The TV advert features British Airways staff including baggage handlers, customer service agents and cabin crew.
Click on the image below to play the behind-the-scenes video in YouTube (HD)
Meet Abigail Jenkins, the Great Britain bag who won the race at London Heathrow, Terminal 5. Click on the image below to play the video in YouTube (HD)
Meet Mattinho Christinho, the Brazilian bag who came third in the race at London Heathrow, Terminal 5. Click on the image below to play the video in YouTube (HD)
Meet Jongilanga Mkhumbeni, the South African bag who took part in the race at London Heathrow, Terminal 5. Click on the image below to play the video in YouTube (HD)
Meet Tesso Akhira, the Japanese bag who took part in the race at London Heathrow, Terminal 5. Click on the image below to play the video in YouTube (HD)
Meet Brick Hamilton, the USA bag who took part in the race at London Heathrow, Terminal 5. Click on the image below to play the video in YouTube (HD)
One of the print ads advises the reader that in 2012 British Airways cabin crew will serve three Olympic size swimming pools worth of tea.
Another describes how British Airways engineers will fit enough cable on board during 2012 to lap an Olympic track 80 times.
A third tells readers that British Airways will welcome on board enough customers to fill 400 London Olympic Stadiums during the year.
There is also one execution that echoes the TV ad simply featuring a gold medal emblazoned with the airline’s ‘To Fly. To Serve.’ Coat of Arms and the tagline ’2012. We’re ready’.
Abigail Comber, British Airways’ head of brands and marketing, said: “This campaign builds on our ‘To Fly. To Serve.’ promise. We have an amazing team at British Airways who work to deliver hundreds of flights a day, all over the world. “Each team from check-in, baggage handling and ‘dispatch’, through catering and on to the flight and cabin crew effectively hands the baton on and it’s that team spirit combined with the sheer scale of the British Airways operation that we wanted to convey.”
The 2012 campaign was developed at BBH, London, by creative directors Justin Moore and Hamish Pinnell, art directors/copywriters Matt Moreland and Chris Clarke, and agency producer Natalie Parish.
Editor was James Rosen at Final Cut with assistant editor Ryan Beck. Post production was done at The Mill by VFX producer Sophie Hogg, 2D lead artist Pete Rypstra, 2D artists Chris Scott and colourist Seamus O’Kane.
Sound was produced by Nick Angell and Crawford Blair at Angell Sound.