There are over 9,000 airports around the world, each with its own 3-letter code — used to ID bag destination. The creative team describes how they came up with the idea:
"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'."
I guess they couldn't use FUK. Too bad. More ads below.
Ad agency: Ogilvy & Mather, London.