The “A British Original” campaign holds a record-breaking number of executions for the airline.
Brands leveraging the questionnaire format is a tried-and-true method of advertising, but it’s never been done this humorously and successfully before.
What’s even more impressive is the scale of the campaign, which encompasses hundreds of supposed boxes to tick, 32 short films, OOH advertising and some premium sites including Piccadilly Lights and Heathrow.
But the core of the humorous marketing campaign is billboards that display the questionnaire.
All of them offer three boxes to tick, with the first two always stating “business” and “leisure,” suggesting that the question being asked is “What is the purpose of your visit?”
The third option, i.e., the ridiculous one, contains answers that range from “because this weather sucks,” “quiet quitting,” and “I still love him,” to “ready to turn lobster.”
“A British Original” offers a “record-breaking” 500 print, digital and outdoor executions. That is 500 unique answers, and it’s truly astounding.
The entire campaign is, indeed, very original, and the overall experience was orchestrated with that quality in mind.