The ability to track planes in mid-flight has produced many apps and websites for following jets through friendly skies, but this ad campaign applies this same data in a fun new way.

The interactive display even tells you the route, from takeoff to destination, of the plane you are seeing, and quotes you rates for future flights along that path.

The Look Up campaign by British Airways blends dynamic video billboards and airplane data to show a child pointing at actual planes in midair overhead.

From the company: “This is a first, not just for British Airways but for U.K. advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.”