|Title||It's Coming Home (Film Case)|
|Campaign||It's Coming Home|
|Business Sector||Airlines, Airports, Railways, Bus Lines, Ferries & Cruises|
|Philosophy||With World Cup fever gripping the nation, BA wanted to reignite their love affair with the British public. The trigger was when ‘It’s coming home’ memes, inspired by England’s unexpected success and the Three Lions anthem, flooded the internet. In just 12 hours, a BA boarding pass was created, with every element carefully crafted to capitalise upon the euphoric mood of the nation. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically! The trigger for the work was when ‘It’s coming home’ memes, inspired by the Three Lions anthem, flooded the internet. In 12 hours, a boarding pass was created with elements crafted to capitalise upon England’s success. Topical references included the passenger name, ‘Football’, a flight from Moscow after the final, manager Gareth Southgate, ‘Gate: South’, the team’s last triumph, ‘Gate closes: 1966’, the seat ‘52H’ (52 years of hurt), Wembley’s postcode and Harry Kane’s golden boot aspirations. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup.|
|Advertising Manager||Jo Bacon|
|Client Director||James Wilde|
|Director of Brand and Customer Experience||Carolina Martinoli|
|Head of Brand||Hamish McVey|
|Manager, Global Marketing and Communications||Paul Rogers|
|Activation Business Director||Nicky Traynor|
|Activation Account Executive||Liora Fox|
|Activation Account Manager||Stav Physicos|
|Head of Biddable||Lee Pepper|
|Performance Senior Account Executive||Rob Simmons|
|Director of External Communications||Louise Evans|
|Account Director||Thomas McManus|
|Account Director||Rory Davis|
|Planning Director||Ed Hayne|
|General Manager||Vicky Thompson|
|Managing Partner||Joshua Harris|
|Chief Creative Officer||André Laurentino|
|Chief Creative Officer||Mick Mahoney|
|Executive Creative Director||Jules Chalkley|
|Creative Director||Martha Riley|
|Creative Team||Tom Madden|
|Creative Team||Morgan Hinds-Shorland|
|Head of Design||Dave Towers|
|Campaign Manager||Gary Fozzard|
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