Magic of Flying (#lookup)
British Airways2013
Magic of Flying (#lookup) is a 2013 interactive digital billboards for British Airways, created by OgilvyOne, London.
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The line
#lookup
Why it works
A billboard that looked up. From November 2013, digital screens at Piccadilly Circus and beside the M4 into Heathrow showed other brands' ads until a British Airways plane passed overhead. Then a child on screen stood up and pointed at the sky, while the board displayed the real flight's number and where it was arriving from, under the call to action #lookup. OgilvyOne London built it on live aircraft position data, a virtual tripwire in the sky and a cloud-height sensor, so it fired only when the plane could actually be seen; fare data let it add whether BA was the cheapest way to that destination. It is studied as the moment outdoor became responsive to the real world rather than merely digital, and for making an everyday sight feel magical again. The six-week campaign won the Grand Prix in Direct at Cannes in 2014 and D&AD Yellow Pencils, and its online film reached a million views within weeks.
Techniques
- Real-time and newsjacking Live aircraft data triggers the screen only when a real British Airways plane is visibly passing overhead, naming its flight and origin.
- Pathos A child on screen stands and points at the sky, making the everyday sight of a passing plane feel magical again.
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