The 'Magic of Flying' campaign by OgilvyOne, London has won the Direct Grand Prix award at the Cannes Lion International Festival of Creativity.
The billboards display a message showing the flight number and destination of any plane flying overhead. This was accompanied by creative that encourages people who pass by to look up at the planes.
The billboards feature children pointing at the planes as they pass above, but the true brilliance of the campaign is the complexity of the technology behind the scenes.
Antennae were used with the billboards which picked up data from each British Airways aircraft within 200 kilometres. An application identified the flights and in turn, displayed a message.
Trigger zones determine when a plane should activate a message while data measuring the altitude of clouds clarified the visibility of the plane.
It was hailed by the panel of judges as 'extraordinary'. The reasons were that it requires no explanation, connects the billboards creative to its key objectives, and call to action.
The ad was surrounded with engaging features which meant it was widely shared, such as the 'lookup'-branded website that was promoted with, #lookup.
Until recently, out of home advertising media has maybe had to take a back seat with the rapid advancement of digital.
For an advertising format which was probably thought of as being ineffective and even obsolete, this weaving together of digital technology has opened up a world of possibilities for traditional media in the digital age.
Interested in using out of home and digital formats for your campaign?
Get in touch with us to discuss your business requirements.
The billboards display a message showing the flight number and destination of any plane flying overhead. This was accompanied by creative that encourages people who pass by to look up at the planes.
The billboards feature children pointing at the planes as they pass above, but the true brilliance of the campaign is the complexity of the technology behind the scenes.
Antennae were used with the billboards which picked up data from each British Airways aircraft within 200 kilometres. An application identified the flights and in turn, displayed a message.
Trigger zones determine when a plane should activate a message while data measuring the altitude of clouds clarified the visibility of the plane.
It was hailed by the panel of judges as 'extraordinary'. The reasons were that it requires no explanation, connects the billboards creative to its key objectives, and call to action.
The ad was surrounded with engaging features which meant it was widely shared, such as the 'lookup'-branded website that was promoted with, #lookup.
Until recently, out of home advertising media has maybe had to take a back seat with the rapid advancement of digital.
For an advertising format which was probably thought of as being ineffective and even obsolete, this weaving together of digital technology has opened up a world of possibilities for traditional media in the digital age.
Interested in using out of home and digital formats for your campaign?
Get in touch with us to discuss your business requirements.