Look Up (Magic of Flying)

Gallery

The billboard that looked back. A digital screen near Piccadilly showed a child pointing up whenever a real BA flight passed overhead, triggered by live flight data. Tech in service of wonder instead of gimmick. It went massively viral because it genuinely felt like magic.

Cities

London

Formats

Interactive DOOHDigital billboards

Creative agency

Ogilvy

Media agency

—

Media owners

Clear Channel

ICPs

London commutersleisure travelerssocial audiences

Est. cost

—

Est. reach

350,000,000 impressions

Sources

• www.dandad.org/insights/awards/ba-magic-of-flying-case-study-insights
• www.campaignlive.co.uk/article/campaign-making-british-airways-the-magic-flying/1712366
• www.oneclub.org/awards/theoneshow/-award/20866/magic-of-flying