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Hardingfele / Prickly Pear / Duduk / Lelo / Arak

Photographer - Sam Armstrong

Bartle Bogle Hegarty / British Airways

Idea

When British Airways took on some new routes to their schedule, we needed to give prospective passengers a reason to go there, or not go there. By opening people’s eyes to new experiences, in places they might have considered, was the basis for us opening up the world.