The campaign was created by Jon Morgan and Mike Watson. «It all started when we saw a woman walking through Heathrow with the word FUK hanging from her suitcase,» they say. «Turned out she’d just flown in from Fukuoka in Japan. That got us thinking, ‘maybe there are more’.» Indeed there were – over 9,000 airports around the world, each with its own 3-letter IATA code used to identify the destination of bags. «We trawled through each and every one looking for useable words, half-words and ‘almost words’,» the team say. «It’s amazing what the brain pieces together and makes sense of.»
So did they write the copylines to fit the available codes or vice versa? «Some just happened straight away, some we went looking for like WSH EWE WRE ERE [Brookhaven, Ewer Indonesia, Whangarei, Erave] and SUN SEA SND SEX [Sun Valley, Seattle, Seno, Sembach] as they were travel specific» they explain.
Via Creative Review
