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.
Builds equity for Avios' loyalty programme's masterbrand platform: your everyday can pay for your holiday.
Amidst giving to everyone else, it's okay to give back to yourself – and collect Avios towards your next getaway.
The headline is now in its second year – we created our own repeatable Christmas campaign platform.
OOH / Social / CRM
The campaign drove huge levels of retail sales for British Airways' partners during Christmas 2025.
Role: CD / writer at Uncommon. Concept: Jacqui Hedge & Gracie Hawes. Photography: Em Cole
