Creative from the ordinary
British Airways just dropped a beautifully subtle campaign called “Reflections,” created with Uncommon Creative Studio and MG OMD. Instead of flashing their logo everywhere, they’ve hidden it in the window reflections of real in-flight shots. Captured by photographers across continents, it’s all about emotion, light, and discovery. it is a nice reminder that sometimes the quietest ideas make the biggest impact.
Read the article here
South Western Railway and St Luke’s just dropped their new “Dodge the fare, pay the price” campaign. Instead of the usual warning posters, they’ve turned the classic train departure board into a clever visual — replacing station names with destinations like Regret, Disgrace and Shame to show what happens when you skip paying your ticket. A neat way to turn a routine visual into a message that actually makes people pause. Check out the campaign here
Insight-led
Dove has launched a new global campaign called #ChangeTheCompliment, to flip the script on how we talk to girls. Instead of only saying “you’re beautiful”, the campaign urges us to say things like “you’re strong, you’re creative, you’re kind.” Research backs it up: girls as young as three already start valuing appearance more than boys, and by teenage years over 60% feel pressured to look a certain way.
It’s a reminder that the words we use matter, and a well-placed shift in tone can make a campaign feel relevant, not just “on message”. More details here
The Video Power
EA Sports FC dropped its “The Club Is Yours” campaign with Uncommon Creative Studio #ChangeTheCompliment, The hero film features big-name stars like Jude Bellingham and bursts with fan-fuelled chaos - think polar bears charging the pitch, lightning strikes on goals. But it’s not just about big visuals: the campaign spans 50+ short-form films across social, built around community creativity through the FC Feedback Hub, positioning the game as shaped by fans, not just marketed to them. Read details here.
