Avios and Uncommon create sublime film to illustrate how the everyday can pay for your holiday
The film features people undertaking everyday tasks while riding e-foil surfboards across a serene bay — metaphorically spending their way to the holiday of their dreams.
Leading loyalty company IAG Loyalty, that own and run the global loyalty currency Avios, has unveiled its first above the line campaign in 11 years, reaffirming its commitment to building a globally ubiquitous loyalty currency embedded in everyday spending and rewarding experiences.
The new campaign, Everyday, created by Uncommon Creative Studio, addresses the misconception that you only collect Avios by booking flights; instead, the work spotlights that members are able to make their dream holiday a reality far sooner by collecting Avios through a broad variety of everyday transactions.
The new campaign launches with a film featuring people undertaking everyday tasks such as grocery shopping, drinking a coffee and ordering an Uber — all whilst riding e-foil surfboards across a serene bay — metaphorically spending their way to the holiday of their dreams.
The film opens on a tight frame with a man dressed in a shirt and tie and the music begins — Seasons by the iconic indie band Future Islands. The camera slowly pans out to reveal he is moving effortlessly across the water, later accompanied by two more e-foilers — all dressed in normal clothing as they glide towards their destinations.
The music continues and more e-foilers are revealed — gradually taking a formation while the camera draws the viewer’s attention to each individual with their own everyday moment — reflecting the myriad ways that Avios can be collected. The ease and comfort that our people show, emphasises the simplicity of collection.
The stunt was created almost entirely in-camera — a feat only made possible thanks to the expertise of the e-foilers who were recruited from different corners of the world. The scale and complexity of the work is a world first. Everyday’s epic stunt was choreographed by James Bond’s No Time To Die stunt coordinator Boris Martinez and e-foil expert Adrian Valios and directed by Uncommon Creative Studio’s Sam Walker, through Pulse Films.
Sam Walker, Uncommon Creative Studio, executive creative director: ‘The film embodies what feels like an entire nation gliding on e-foils towards their perfect holiday. We wanted to create a powerful visual idea, the feeling of everybody going about their everyday lives, all shot completely in-camera. We’re thrilled to see this campaign in the world.’
The campaign was developed in collaboration with creative studio Uncommon and is an integrated campaign that will feature TV, VOD, Cinema, OOH, Social and Digital running throughout the UK this year. The campaign also reflects the company’s biggest media investment to date.
Credits
Client: IAG Loyalty
Creative Studio: Uncommon Creative Studio
Project Name: Everyday
Production Company: Pulse Films
Director: Sam Walker
EP: Chris Harrison
Producer: John Bannister
DOP: Daniel Voldheim
Service Company: Palma Pictures
Service Company Producer: Cat Isakson
Edit: Final Cut
Editor: Joe Guest
Edit Assist: Matt Gabzdyl
Sound: King Lear
Sound Designer: Jack Sedgwick
Music Supervision: Native
Music Supervisor: Dan Neale
Post Production: Rascal
VFX Supervisor: Gareth Brannan; Andrew ‘Barnsley’ Wood
Creative Director: Gareth Brannan
ECD / 2D Lead: Andrew ‘Barnsley’ Wood
2D Lead: John Thornton
2D: Holly McLean; Ben Stonehouse; Andy Brown
3D Pre-Vis: StereoColour
3D: Adam Ahlgren
Executive Producer: Colin Oaten
HOP: James Beck
Colourist: James Bamford
Colour Producer: Jai Durban
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