Framestore recently worked with BBH to deliver an integrated Olympics campaign for British Airways, comprising an iconic TV ad and a customisable application that creates personalised edits of the TV spot - allowing users to see a Boeing 777-200 taxi down their street. BBC News has published a breakdown of the best Olympics adverts and BA 'Olympics - Home Advantage' has received praise for its 'impressive CGI'.
In its first month the app that ran alongside the advert received more than 1.5m unique views (or enough people to fill the Olympic stadium 19 times) and, combined, users spent more than two years using it. If all those people were to be transported for real BA would need 4,143 Boeing 777-200s.
In the BBC's ad breakdown Paul Domenet, co-founder of ad agency Johnny Fearless and former creative director at Saatchi & Saatchi, says: "The personalisation is a bit of genius. It adds an extra dimension. It elevates it above a TV ad. This is really how social media should be done - you shouldn't intrude on people's conversations, you should be the subject of their conversations." Click on the link below to read the full piece.