British Airways Club World - Brutal Simplicity of Thought

Global television campaign for British Airways Club World, directed primarily at frequent business travellers (but also considering all other stakeholders and potential customers) and focusing on their need for sleep.
Agency: M&C SaatchiAuthor: Richard Storey

British Airways Club World – Brutal Simplicity of Thought

BRUTAL SIMPLICITY OF THOUGHT

This case is about an ad, briefed by two clients 3000 miles apart to run in multiple markets across the globe.

The audience was one of the most astute and difficult to impress in the world. frequent business travellers.

There were eleven separate advertising objectives.

The service specification guide ran to 35 pages.

And some of the best brains in London and New York were on the case.

It could have been the recipe for an over-thought complexathon.

But...

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