Sometimes the data itself can be the idea – at least it was for a British Airways billboard campaign. We mounted an antenna that gathered flight data from passing passenger jets, instantly cross-referenced it with the flight information from Heathrow, and checked that the location and weather conditions made the airplane visible to people in sight of the billboard. That process, which took far less than a single second, triggered our billboard to interrupt its regular content in order to show a child pointing up at the passing plane. “Made useful, it [big data] has the ability to take marketing and communications into whole new areas of creativity and precision.”