We embraced Christmas's unspoken truth – all your time, energy and money is spent on others leaving you skint, frazzled and desperate for a break. We flipped the narrative and celebrated selfishness.
Amidst giving to everyone else, it's okay to give back to yourself – and collect Avios towards your next getaway.
OOH / Social / CRM
The campaign drove huge levels of retail sales via British Airways' partners during Christmas 2025.
Role: CD / writer at Uncommon. Concept: Jacqui Hedge & Gracie Hawes. Photography: Em Cole
