Once in a while, there comes a marketing campaign that takes your breath away. You wonder, “how did they do it?” This is one of them.
British Airways put billboards in Piccadilly Circus and Chiswick in London that respond to their planes flying overhead. When the billboard “detects” a BA flight flying below the clouds, visible to passersby, a child starts running, pointing up to the sky – chasing the airplane.
British Airways worked with the agency Ogilvy 112th Floor to custom-fit the billboards with surveillance that detects only when their flights pass overhead, and activates the billboard.