Everyone hates the TSA. 87% of frequent fliers report unhappiness with their experience.
Insight: Passengers believe the TSA isn’t just following sensible rules, but that they want to steal our things.
Strategy: Rather than disprove popular opinion, play into it. Embrace the conspiracy theory and flip responsibility onto the flyer for TSA’s hoarding.
Copywriter: Hannah Nieves
Leading up to the launch of the campaign, TSA will wear sarcastic patches.
An in-airport pop-up shop will sell frequently confiscated items as well as campaign branded swag.
Boxes to mail your would-be confiscated items are also sold.