Agency: Ogilvy and Wavemaker
With the England football team surpassing expectations and World Cup fever gripping the nation, it was the perfect opportunity for British Airways (BA) to reignite its love affair with the British public
As the nation's flag carrier, BA's role is to represent everything that's good about Britain.
They wanted to celebrate the success of the England team and fuel excitement surrounding the tournament.
By behaving like a true fan, BA set out to enhance existing conversations and start new ones.
The approach centred on engaging with the British public empathetically. So, when people started to believe that the World Cup trophy really could be lifted by England, BA and Ogilvy and Wavemaker spotted a unique opportunity.
The trigger for action was when the Internet began to create hilarious "It's coming home" memes, inspired by England's famous "Three Lions" anthem.