Making a stand on the environment
The International Air Transport Association represents the world’s major airlines and was growing tired of being the whipping boy of the environmental movement. (Airlines produce just 2% of global carbon emissions – and are among the most conscientious and high spending industries when it comes to limiting their environmental impact).
We created a powerful and emotional film that will be seen this year by many of the industry’s 2.2 billion passengers, and which balances the ‘carbon cost’ of flying against its enormous economic and social benefits.
The film is supported by detailed arguments, expressed in press advertisements in airline magazines around the world.
At airports, crucially, we chose to exploit not media but retail space to deliver even more detailed messages via stunning, interactive display stands.