MAG: BRITISH AIRWAYS MAGIC OF FLYING #LOOKUP

A digital billboard in Piccadilly Circus, this is British Airways' cute and clever new ad to promote their Magic Of Flying campaign. With basic GPS technology, the on-screen toddler points to the BA flight passing overhead in real-time with a child's typically innocent fascination, before revealing the actual flight number and destination of the plane in the sky. A cheeky reminder for passers-by weaving through the crowded streets and blocked-in traffic-strikken drivers that while they struggle with cold, repetitive, busy lives, some hundred people are on their way to Barcelona or Amsterdam – that's a fun sentiment, must have been a nice project (and good laugh) for the designers.