Three incredible things happened in the summer of 2018. The weather was properly hot, England were doing well at a World Cup and BA delivered a ‘masterclass in tactical advertising’ that put them front and centre of cultural conversation. Within 24 hours of inception Team Horizon (Wavemaker & Ogilvy for British Airways) created and activated the world’s most famous boarding pass – football was coming home and BA was the brand to get it there. Despite having no allocated budget and 1 day to activate, this clever celebration of England’s football hopes quickly became the most talked about piece of advertising around the 2018 World Cup. Against a background of dwindling category interest and a drop in BA’s brand affinity scores, the boarding pass delivered a 32% increase in “look to book” sessions on BA.com, some incredible engagement scores and a 35% increase in positive brand sentiment on Twitter.