W x BA Magic

21 January 2019

We worked with British Airways as creative lead for its biggest ever BA Magic Campaign to kickstart its centenary year celebrations. The end result was A Very Kevin Christmas, filmed on location in New York City, starring four inspiring children who had each overcome life-changing events and a cast of celebrities including Jodi Whitaker, Maya Jama, Harry Maguire and Millie Bobbie Brown. The film was premiered in a six-minute feature on Sky News Sunrise and a Mail Online exclusive.

The content brief was quite simple, ‘Let’s do something magical this Christmas for children who really deserve it’. Easier said than done because, lets face it, children are the toughest crowd to impress and we were working with real kids rather than actors.

Inspired by the adventures of Kevin in Home Alone 2, we developed a once-in-a-lifetime trip to New York to ‘live like Kevin’, including a VIP stay at The Plaza, ice skating in Central Park, toy shopping at FAO Schwarz and even a meeting with Donald Trump*…

Every element of the trip, including the destination reveal was a complete surprise to the children and along the way each new element was revealed to them by a famous face recruited by the W Talent and Influencer team. We even managed to recreate the famous scene from the film where Kevin meets Donald trump in The Plaza, *thanks to a cameo from impersonator Jon Culshaw.

The end result was two pieces of content. Firstly, a longer form piece that captures every step of the journey and the emotional backstory of each child (and we strongly advise you have tissues at the ready), and a 30-second clip where the kids got to be the stars in their own movie trailer.

Released in time for Christmas across the social channels of British Airways and our talent, A Very Kevin Christmas has generated 126 pieces of PR coverage, including Mail Online, The Sun, The Daily Mirror and Evening Standard, as well as 500k organic views on social media.

However, the most gratifying part of the campaign is that we managed to deliver something truly magical for four amazing children and their families. If we had to impress any audience, then those were the ones who really mattered