New Work: British Airways’ ‘Made By Britain’ Campaign
British Airways are celebrating their centenary this year and have launched their ‘Made By Britain’ campaign to celebrate
This is the first major campaign British Airways have launched since the 2012 summer Olympics and features a very special British bear, Winnie the Pooh.
The ‘Made By Britain’ campaign spotlights people who have helped shape British culture and represent British values: pioneering, creative, open-minded and welcoming. The campaign included appearances from the best of British talent, including actor Riz Ahmed actress Olivia Coleman, boxer Anthony Joshua, singer Paloma Faith, astronaut Helen Sharman, artist Grayson Perry, musician David Bowie (shown through archived footage), anthropologist Jane Goodall, Chef and TV presenter Matilda Ramsay and athletes Nicola Adams and Ellie Simmonds.
The campaign consisted of 90, 60 and 30 second films and premiered simultaneously across ITV1 and Channel 4 in a prime time slot.
Behind the scenes of the ‘Made By Britain’ campaign
British Airways worked with creative agency, Ogilvy London, to develop the powerful script that brought together Britain’s much-loved characters and individuals. They aimed to create a sense of nostalgia and to encourage the public to associate the brand with iconic British people and characters.
We were brought in to explore the feasibility of licensing Winnie the Pooh.
Thanks to our existing relationship with Disney, the Rights Holder of the Winnie the Pooh characters and franchise, we were able to walk them through the creative concept and gain buy-in for featuring Winnie the Pooh in British Airways’ campaign.
We were involved from the very beginning right through to the end of production. We handled all technical aspects of the working relationship including many discussions around how the character would be used in the campaign.
In the end, the actual bear from the Christopher Robin movie was brought on-set to star in the shoot.
Disney were very much involved with the creative process and we were in charge of keeping them in the loop across all creative development stages. We handled all communications between the parties involved to ensure that Disney were able to see scripts, storyboards, still poses, edits and final material in a timely manner.
Hamish McVey of British Airways said, “We are proud to represent everything that is great about Britain. It is important for us to stand for something. This is very much a love letter to Britain and the ad is all about how it’s the people, ideas and values of Britain that make us who we are.”
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