Oxfam has unveiled a striking campaign film shedding light on the environmental consequences of luxury travel.
- Cheshire agency Eleven directed the campaign, introducing a fictional airline, Unfairways.com, targeting the super rich.
- The film underscores the disproportionate environmental damage wrought by luxury lifestyles, particularly affecting impoverished communities.
- It features calls for increased taxes on private jets and superyachts to mitigate climate change.
- The campaign employs satire and striking visuals to emphasise the need for urgent governmental action.
Oxfam has launched a compelling campaign film intended to highlight the environmental repercussions of luxury travel. Directed by the Cheshire-based agency Eleven, the film introduces a fictional airline named Unfairways.com, which targets the affluent elite. This bold campaign seeks to demonstrate how extravagant lifestyles are inflicting disproportionate damage on the planet, while impoverished populations, who contribute least to the climate crisis, endure its most severe impacts.
The call for governmental intervention is a focal point of this initiative. With a particular emphasis on increasing taxes on luxury items such as private jets and superyachts, the campaign aims to kickstart dialogues on common-sense measures that could swiftly reduce emissions and support climate finance. As Natalie Shortall, Oxfam GB Climate Justice Policy Adviser, explicitly states: “Further steps to better tax extreme wealth are needed to accelerate climate action and fight inequality and increasing taxes on highly polluting luxuries like private jets and superyachts as highlighted in this film is an obvious place for the Government to start.”
Dan Muir, Eleven’s Head of Creative, explains the strategic approach of the campaign: “Our ‘Unfairways.com’ concept creates deliberate tension through juxtaposition to deliver a powerful message. By exposing the environmental impact of luxury travel with a satirical approach we’ve created a film that’s not only bold and memorable but highlights the urgency of Oxfam’s call for taxes on luxury travel.” His commentary underscores the calculated use of satire to engage viewers and bring attention to the urgent need for policy changes.
This campaign exemplifies the strategic use of creative storytelling to drive awareness and push for essential policy reforms addressing climate impact and inequality.
