British Airways have been making hundreds of refinements to their onboard experience, all with their passengers wellbeing in mind.

So far these have only been rolled out on a limited number of routes. So we needed a solution that would drive a burst of awareness and buzz around the story of the cabin upgrades but also something that could also be used by air crew to measure the physical benefits of these new cabin improvements to help ongoing refinements.

In a crowded market, British Airways wanted to show the added value their enhancements made. These included everything from added levels of comfort in the seating to specially developed lighting and cuisine that counters changes in the palette brought on by pressurisation at altitude.

We needed to invent something that could monitor the real time responses of its passengers without constantly disturbing them.

Thanks to the Blanket, cabin crew could see passengers’ responses to every aspect of the onboard experience - and tailor their service accordingly.

They saw how well they reacted to the new onboard cuisine. They could also see the variations in response to different types of films and entertainment. And crew saw that when passengers fell asleep, they were able to stay in a deep, undisturbed sleep.

The campaign generated a wealth of noise for the new cabin experience, with over 400 articles published, 448,600 video views & counting and 29M earned social impressions.

And the data we collected gave us vital insights into every second of the journey, which is helping to guide ongoing refinement of the British Airways experience.

We created the Mood Blanket, an unobtrusive wearable device that monitors the subtle variations in each passengers mood. The cashmere Blanket is woven with fibre optics that change colour based on a range of different mood states.

When tense or anxious, the blanket turns red. When content, it turns shades of purple. When relaxed, it turns blue.

We used the device on selected transatlantic flights with passengers and journalists on aircraft with the new cabin configurations. Footage of this live demo was then used in social media and PR to promote BA's new cabin enhancements to a wider public.