In 2012 the Olympic and Paralympic games came to London. Bringing with them the usual tornado of sponsorship advertising.

So we positioned the airline as a true supporter, creating a disruptive idea, based on the last thing you’d expect an airline to say. ‘Don’t Fly. Support Team GB’.

We launched the campaign a 60” TV commercial called Taxi, which showed a BA plane taking a group of supporters from Terminal 5 to Stratford, without flying.