WEIGHT/DISTANCE envisions a series of ads from a hypothetical future; one where no-frills takes the ‘reduction’ trend to its logical conclusion: weight based ticketing. These fake ads envisioned a carrier that positioned the weight/fuel/distance equation as an up-front proposition. And did it in a humorous way.

The ads explored a variety of ‘costs’ associated with air travel: chief among them fuel burn and carbon footprint. The editorial tone of the ads is intentionally cast against the ‘Good Samaritan’ tone of voice we have come to expect in environmentally focused advertising. In so far as the ads provoke reaction and thought on the part of the viewer, they seek to ‘improve’ air travel by encouraging a dialog that presently remains unspoken: how can we re-imagine air travel to secure its viability moving forward?

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