Silent branding: The art of recognition in British Airways latest campaign

No brand name, no website and no call to action. Sounds like a PR and marketing nightmare. However, when British Airways unveiled its latest ‘Windows’ campaign, the absence of these three vital components was intentional.

In total, 11  images showing close-ups of people’s faces looking out of a plane have been strategically placed across more than 300 locations throughout cities in the UK – in areas that get high foot traffic and make the advert the centre of attention.

More than 100 years old, British Airways has time and the largest market share in the UK on its side, which undeniably helps the brand to be easily recognisable and a household name. Couple this with many brand and PR campaigns over the years, including encouraging people not to fly during the London 2012 Olympics and employing the help of famous names and faces such as Olivia Colman (think Queen Elizabeth in seasons three and four of The Crown) – BA can easily get away with going ‘incognito’ on its latest campaign.

Being the first advert of its kind for BA, it highlights the longevity and strategy needed to build a strong and recognisable enough brand to have the confidence to remove its logo and name. A common misconception is that PR merely acts as a tool for immediate brand recognition, quick sales boosts, or rectifying reputational harm – which it can do, and all of which we can help with – but for sustained success, brands need to be in it for the long haul.

Its latest approach, a collaboration with Uncommon Creative Studios, demonstrates how brands can utilise their history and identity to speak volumes without saying much. The decision to focus on the emotional experiences of  nostalgia and inquisitiveness of travelling, rather than traditional marketing elements, helps to differentiate them from other airline adverts. Although EasyJet's latest advert with a real-life pilot attached, is quite out there – and although unique, the brand name, logo and colour are still visible. 

If you’re interested in how to make a campaign worth talking about, visit our blog on the topic…or get in touch so we can just do it for you.