Role
Concept · Design
Client
BEA, British European Aviation
Project type
Advertising campaign (UK and continental Europe)
Agency
IM London
Sector
Aviation
Year
2022
Background
The campaign was designed to clearly differentiate BEA from both private aviation operators and
traditional scheduled airlines. The creative strategy centred on bold, confident imagery and
precise, uncluttered messaging that invited the audience to lean in and discover more.
A unifying opening statement was used across all executions to build recognition and memorability,
while thematic variations spoke directly to distinct audience profiles and use cases.
The line “on another plane” was developed as a deliberate double entendre — referencing both the
literal experience of flying and the metaphorical idea of operating on a higher level — reinforcing
BEA’s positioning as a smarter, more elevated alternative.
