Challenge:
British Airways was looking for an Indian man in his 20s, living in New York City, with strong ties to a mum in Mumbai. The airline’s proposition: they’d fly mum’s home cooking across the Atlantic to surprise her NYC-based son. Instead, they brought the son to the mum—and caught their tearful reunion on camera.
Approach:
Both mum and son—each of whom would have screen time—needed to have camera appeal. They had to have a special bond; mum would have to be an accomplished home cook; and the reunion needed to be significant. GENUINE dove deep into NYC’s Indian community—leveraging our own most relevant networks and resources. We simultaneously vetted candidates and their “mums,” and tackled logistical considerations, too.
Results:
We found an ideal pair. Our “mum” hadn’t seen her son in years, not since he left home at 17—making for an emotional reunion. With 1,566,514 views, the video went viral and positioned British Airways as a brand that cares. Watch it: we dare you not to cry.
