First in detail

Silver DMA – Best Art Direction
Silver DMA – Travel and holidays
Silver – Caples
Shortlisted – Cannes Lions
Finalist – Campaign Big Awards

British Airways

British Airways wanted a DM pack to commemorate the launch of the new First cabin. It was to concentrate on the attention to detail found in the new First cabin.

A book that is meticulously crafted much like the First cabin. It takes you on a journey through First using photography from the new cabin. On each page a small piece of text is hidden commenting on that particular area of the journey. A magnifying lens is the focal point of the front of the book. This pops out to be used to explore the details of First hidden throughout the book.

"It's the painstaking work you can't see that makes your seat so special. A full 60% wider at the shoulder and using stitching techniques learnt from luxury car makers, this exquisite seat will fully support every contour of your body. So wherever you sit in First, you'll have the best seat in the house." - Example of text found on the seat page.