A vast out-of-home campaign for British Airways by London agency Uncommon flew off with the Outdoor Grand Prix at the Cannes Lions International Festival of Creativity on Monday night.

“A British Original” cleverly used the format of a traveler questionnaire to explore all the reasons people fly—with “business,” “leisure” and a third, more playful option appearing on all the executions. Examples included “Remission,” “Quiet quitting,” “Because this year's been a lot” and “I've had a ring in my pocket for long enough.”

Much of the OOH creative also adapted according to location, time of day, weather and what was happening in the news, Uncommon said. MG OMD handled planning and buying.

“We really wanted this campaign to celebrate the originality of our customers and our people,” Hamish McVey, head of brands and marketing at British Airways, said when the campaign launched. “Every time a customer boards a plane, they are doing so for a unique reason, and we know that those journeys are so important. We are working hard on making positive changes across our airline and this brand campaign allows us to showcase our motivation, which is our customers and our people.”

Uncommon created an impressive 500 unique print, digital and outdoor executions for this campaign.

Gold winners

Nine other campaigns won Gold Lions in Outdoor. They were:

• “The Last Photo” for ITV X CALM by adam&EveDDB London (two Gold Lions)
• “Bucket Hat,” “Pink Polo,” “Socks And Sandals” (campaign) for Lacoste by BETC Paris
• “Kitchen,” “QSR,” “Diner” (campaign) for Heinz Ketchup by Rethink Toronto
• “Fitchix” for Honest Eggs Co. by VMLY&R, Melbourne
• “The Artois Probability” for Stella Artois by Gut Buenos Aires
• “Life Extending Stickers” for Makro Supermarkets by Grey Bogotá
• “Anne De Gaulle” for Fondation Anne De Gaulle by Havas Paris
• “Bread of the Nation” for Castle Lager by Ogilvy Cape Town