BBH and British Airways pay tribute to those who first took flight -- and follow in their footsteps. A feel-good spot from a campaign that incorporates print elements, the 90-second spot first aired on the BA Facebook page -- a first for the brand. This new multi-million pound campaign is one of the most expensive ever for the British company and its biggest brand campaign in a decade. The social media element also includes teaser footage and new interactive apps, all based around the company's redesigned coat of arms that reads: "To Fly. To Serve."