The campaign captures the scale of US destinations accessible to passengers flying British Airways from India, the en route to the US via London.
The three six-foot tall images were created by award-winning artist Wesley West, who used more than 6,000 push pins. Photographer Leon Steele brought the images, the Statue of Liberty, the San Francisco Golden Gate Bridge and a Rodeo, to life. (View a brief behind-the-scenes video.)
“We wanted to bring to life American destinations in a way you'd never seen before,” Andy Grant, associate creative director at BBH Asia Pacific, said. “We used push pins that are symbolic of destinations on maps to build famous and iconic US visuals—brought to life in an original artistic way. The three pieces became art in their own right with everyone wanting to hang them on their walls.”
The print campaign is appearing in major national daily newspapers including Times of India, Economic Times and Hindu Times. Zenith Media is the media agency.
Niall O’Gorman, marketing lead at British Airways Asia Pacific, noted that North America is a key market for India, adding that the airline reaches more than 200 destinations in United States and Canada together with its alliance partners.
“We were looking for a really innovative way to showcase our route strength in a simple yet compelling manner and demonstrate that we truly had ' North America covered' whether flying to the east, west coast or anywhere in between,” he said. “Iconic American images set up using pushpin art were brilliant in concept and an ideal format to showcase the great American cities we fly to.”
