Core memory unlock

Happy Friday,

How was your week?

Did the Easter bunny stop by your house last Sunday? 

Do you remember your first flight? 

Mine was flying to spend a beautiful summer bouncing every two weeks to a different aunt or uncle in a different corner of France with my sister! Core memory unlocked

Everywhere we go, part of the "A British Original" positioning of British Airways delivers once again the emotional benefit of flying toward something instead of the transaction aspect of it (functional benefit) with their new campaign. 

Everything works: bewitching music by Saint Saviour's, acoustic tones, subtle vocals, comforting image texture, a perfect line; someone should have told you that you'd always have a place to go, directed by phenom Miles Jay, showing us the beauty of flying for a full minute.

I wrote before about British Original execution, tapping into these core memories. And my question today is, why change the campaign so soon?

Each execution by their creative agency, Uncommon, is brilliant, so why not keep it going a little longer? When everyone is keen on profitability, protecting every dollar should be the north star, preventing at all costs spending non-working dollars and protecting working ones. Granted, reusing assets isn't sexy, but we now have access to many amazing tools that can test, learn, slice, dice, format, and optimize. Why not use them?  

As brand builders, we tend to be much closer to campaigns, having lived and breathed them for months before releasing them in the world. We also get bored with them much faster than our targeted consumers, who might see our work peppered among so many others.  

Launching a campaign for another year instead of a new one might not be so bad, especially one that is celebrated, awarded, and loved. 

Until then

See you next week