BA is already a high-performance company in the industry of glass packaging. The objective was to communicate, through its Annual Report, externally and internally — essentially to its human resources —, that is always possible to do better than we are already doing, broadly and in detail, even when already it seems that nothing more can be improved.

We begin by studying the possibility of representing that what is very good, and it even seems easy, in fact it does not, and it requires hard and demanding work before, until it seems "easy": the ballet dancer, acrobat circus, the cook of a top chef restaurant.
But BA did not want to pass idea of sacrifice, and that only with more sacrifice could be improved: it seemed a negative message.
We seek then, in recent history, examples, that employees of BA easily recognize, that could represent goals that seemed impossible before, and now we all know that are possible. This was our concept: represent the impossible is just impossible because it has not yet been overcome, and made possible, and it just depends on each one of us to change it — "Impossible just means we have que not found the solution yet."

The result was so satisfying to BA they decided, however, to extend its positive effect and adopt the same concept - conceptually and graphically - for their Annual Management Meeting, with the same objectives through the message "Impossible > Possible".