From hot dog legs to the Mona Lisa, European breaks are often sold using the same old cliches.

British Airways wanted a different point of view. So we decided to put our adverts in the hands of travellers with a fresh perspective.

We created this press and poster campaign to find the best raw talent in London. 20,000 entries later, we chose six winners to head off to Europe to shoot our next campaign.

Agency: BBH
Role: concept, copy, art direction

The best amateur photographers were then sent to Europe to shoot our next campaign.