ABOUT

During the Olympics, British Airways asked people not to fly. They wanted people to stay at home, paint their faces, wave their flags and be part of the #HomeAdvantage. Social networks were alive with support for our Olympians but while you can hear a cheer, you can’t hear a tweet. So we gave the #HomeAdvantage a voice: we created a ‘Social Symphony’

We aggregated all the tweets, updates, comments and posts related to the #HomeAdvantage. Every sport, athlete and venue were pulled together, and used to generate a live, constantly updating sound wave. Each particle of the wave represented a message. The more social noise, the bigger the graphical sound wave became. We commissioned a score to make the sound-wave uplifting, to convey the emotion and passion behind all the social support.

These messages of support then became the core of the online campaign. We took the best tweets, and used them as headlines across banner advertising, and also in digital escalator panels on London Underground. So when Team GB won, the banners contained celebratory tweets inviting you to hear the sound of the #HomeAdvantage yourself.