role: Creative Director, designer
design: Vanessa Lo, Katie Fahrenthold, Peter Hahn
copy: Jim Thompson (CD), Alena Cason, JonMichael DaVirro
director: Brandon LaGanke
British Airways has one of the most comprehensive cultural offerings for their flights to India – from crew in sari's to vegetarian meal options and bollywood entertainment on board. What they were lacking was an emotional connection to young Indian ex-pats living in North America. They felt British Airways did not understand them, their needs and felt they were cold and not culturally relevant. So we looked to the cornerstone of most Indian families - the matriarch, their Mum. Indian mums became hero of the campaign to connect to young Indian Americans in the most heartfelt way possible - they miss their Mums. Everything in the campaign was inspired by India, the look and feel and tone: but most importantly, by Mum herself. To launch the campaign, a touching video piece was created that focussed on a real story of one Indian Mum and her son residing in New York City.
The amazing results: an instantly viral video, garnering over 1,000,000+ views, prevalent in social media in North America, India and beyond. Posted about by amazing people like the CMO of Coca-Cola, the CEO of Linked-In, posted on the Huffinton Post, an increase in bookings and a completion rate of 70%, despite it's 5 minute length. And of course, a lot of nostalgic tears shed.