- Agency: Uncommon Creative Studio
- Client: British Airways
- Category: Print Design — Travel
- Location: London, United Kingdom
- Project Brief: Create an outdoor print campaign for British Airways that turns rainy British streets into an invitation to travel, using puddle reflections, hidden aircraft imagery, and the tagline “It’s always sunny somewhere.”
Travel ads in a British November have an easy job, since most people on a cold platform would rather be somewhere warm. In Puddles, British Airways and Uncommon Creative Studio flip rainy London streets upside down to sell that escape.
Photographer Daniel Benson shot each scene as a reflection in a pavement puddle, so commuters with umbrellas show up upside down among rain ripples and bits of grit. Look closely at the gray sky in the water and you’ll spot a tiny British Airways plane flying through it.
The layout stays quiet, with the British Airways wordmark and its red Speedmarque up top and “It’s always sunny somewhere” set in two short white lines below. Each poster names a warm destination in the bottom corner, from St Kitts and Barbados to Tobago and Costa Rica, in that place’s own tourism logo.
The muted gray-green palette matches the weather outside, so the posters blend in until you notice the plane. They run on digital screens across London stations, where commuters still damp from the drizzle catch them at just the right time.
