The Caribbean LIVE

Background

British Airways wanted to use outdoor in a high-traffic shopping area – Westfield, London. However, there was every likelihood that busy consumers would probably not take notice of just another billboard.

The task was to get just one site to create buzz around the campaign message: ‘British Airways fly to more Caribbean islands than anyone else.’

What if the execution could catch the attention of passers-by and make outdoor an interactive, social and realtime experience all at the same time?

And, in the process, bring some Caribbean sunshine to a cloudy British shopping centre.