British Airways wanted more people to fly to Australia.
We perceived the best target audience were the over fifties with relatives in Australia who have the money and time to undertake such a journey. But what they needed was the right inspiration.
Rather than speak directly to them, we turned it on its head and talked to people in Australia. Whilst they enjoy a wonderful lifestyle, they miss their friends and family in the UK. So instead of British Airways asking people to get on planes, we got families on the other side of the world to ask for us.