Working in partnership with Comic Relief and building on our understanding of British Airways’ brand requirements, we devised a concept for this Flying Start inflight fundraising film, based on capturing real interviews with the real change-makers of the future from two sides of the world. The premise of the film is to show how the ripple effect of our actions can have a wide-reaching impact and serve the purpose of changing lives for the better.

This film was played 40 minutes before landing on all of British Airways’ mid- and long-haul flights.

We also made an accompanying longer version for internal colleague engagement that is a core part of British Airways’ Flying Start campaign.

Flying Start has raised over £25 million to date from inflight and colleague donations.

When our long-standing video partnership with British Airways and Comic Relief led to BA approaching us to make a video celebrating the 10th anniversary of their Flying Start campaign, they knew they were in good hands.

They needed something fun, lively, and engaging to encompass all of the incredible things that the partnership has achieved, as well as it being suited for broadcast internally and on their social channels. To achieve this we took a deep dive into both our own and also BA’s archives to put together a short, punchy video that holds nothing back in delivering the message.

As part of our long-standing relationship with British Airways’ Community Investment team we spent time in Durban, South Africa, with Tom Hewitt and his crew of ex-street kids now-surfing professionals known as Surfers Not Street Children.

Apart from their partnership with Comic Relief, British Airways offer annual bursaries to individual projects around the world that they feel are providing long-term sustainable development to the community. Durban has a long history of homelessness and street crime, so a surfing project that engages young kids and give them some life-changing guidance can make a huge impact.

Once we actually managed to get all the Surfers Not Street Children kids in the same place at the same time (“it’s like herding cats” said Tom in despair) hanging out with these bright enthusiastic young guys was the highlight – you could feel the energy coming from them, all buzzing from the experience of surfing and being filmed. One even requested a coffee with seven sugars which probably contributed to the general energy level.

This film is another great example of how we approach the subject matter of our CSR film projects in a way that shines a light on the great work that some of the world’s leading brands are doing on the ground. By highlighting the purpose that drives these leading brands, our films showcase their philanthropy and the positive impact they’re having on communities around the world.

British Airways Flying Start Film

Client Brief
The British Airways Flying Start film was commissioned to raise internal awareness of the airline’s major fundraising initiative. The client wanted a story that built on the in-flight film currently running on all long-haul flights. Therefore, our brief was to create engaging content that inspired staff, shared the impact of fundraising, and highlighted real-world projects supported by the initiative.

Our Approach
To achieve this, we followed three British Airways cabin crew on visits to two projects, one in Sheffield and another in Johannesburg. By showing the world through their eyes, the film offered an authentic, immersive view of the projects and the people involved. This perspective immediately helped staff connect with the stories.

We combined on-location footage with interviews, capturing the passion and commitment of both staff and project teams. Furthermore, dynamic editing and carefully chosen shots ensured that the narrative remained compelling throughout. By linking each scene with clear transitions, viewers could follow the journey easily and understand the broader impact of Flying Start.

Impact and Results
As a result, the film connects employees to the purpose of British Airways’ fundraising efforts. Staff can see the tangible difference their work and donations make to communities around the world. In addition, the film encourages a shared sense of pride and commitment to the brand.

By highlighting experiences through passionate champions, the British Airways Flying Start film inspires staff to engage with fundraising initiatives. Moreover, it demonstrates how storytelling can turn internal communications into a motivational, visually engaging experience. Ultimately, the film fosters connection, pride, and awareness across the company while showcasing the impact of Flying Start.