To tie in with every British Airways flight crossing the airspace above, a billboard at Piccadilly Circus in London shows a young child pointing up to the aircraft and identifying both the type of plane and its destination.

Dominic Goldman:: “Based on the truth that, sometimes, we gaze up at planes and wonder where they might be going – somewhere exotic, perhaps. A simple idea using technology to make a billboard more interesting and useful to those who dream of getting away. The billboard detects which plane flew over and tells people where
it’s going. Clever.”