In a claimed world first campaign, the new British Airways #LookUp billboards in Piccadilly Circus, have some pretty cool tech behind them, allowing a simple, yet very effective story to be told.

And as British Airways planes fly over the ClearChannel digital outdoor sites through the Heathrow flight path, they trigger advertising creative showing real-time data of that plane, including destination and flight number; including a weather feed even reads the cloud height to ensure the plane is visible before showing the advert! Pretty cool huh? I’m not sure the video does it justice.