BA is a high performer in the glass packaging industry. In this report, the objective was to communicate, externally and internally — but a lot to its human resources — that it is always possible to do even better than what is already being done, even when it seems that nothing else can be improved.

We then identified, in recent history, examples that BA employees would easily recognize, that could illustrate goals that previously seemed impossible, and that we now all know are possible. This was our concept: to illustrate that the impossible is only impossible because it has not yet been overcome, and made possible, and that for this to happen depends only on each one of us — "Impossible only means that the solution has not yet been found".