“A British Original,” the British Airways ad campaign that won the Grand Prix in Outdoor at Cannes Lions this year, has primarily been a copy-driven campaign. Indeed, most of the executions had no visuals at all, just simple and evocative copy lines—mimicking the immigration forms you fill out upon arrival in a new destination, asking if you're traveling for business or leisure.

Uncommon Creative Studio, the agency behind the work, has now released new executions that freshen up the campaign by playing around more with the art direction.

The new ads include digital executions that incorporate a bit of motion to enrich the appeal. The four ads below, for example, feature a rippling sail; a golf ball circling one of the bullets points like it’s a cup; an inflatable tube with beads of water dripping down it; and a swimming pool seen from above.

Each of the visuals nicely ties into the copy lines.

The new imagery was shot by the photographer James Day. There are new still executions as well, which also lean into the visuals more as a way of further elucidating the copy. These include an ad written in crayon; a Las Vegas ad with copy redacted; an ad with the copy stamped on French cheese; and an ad printed on a sweater.

MG OMD handled media, with Curious Productions doing the CGI work.