Winners & Shortlists


Short List
Category C01. WEBSITE
Advertising Agency DDB STOCKHOLM, SWEDEN
Name Company Position
Jerker Fagerström Ddb Stockholm Executive Creative Director
Magnus Jakobsson Ddb Stockholm Creative Director
Fredrik Simonsson Ddb Stockholm Creative Director
Daniel Vaccino Ddb Stockholm Copywriter
Joakim Khoury DDB Stockholm Art Director
Patrik Pagréus DDB Stockholm Art Director
Jens Thelfer Ddb Stockholm Copywriter
Daniel Mencák Ddb Stockholm Art Director
Oskar Pernefeldt Art Director Assistant
Katarina Mohlin Ddb Stockholm Digital Producer
Katarina Bäcklund Ddb Stockholm Account Manager
Charlotte Lusiak Ddb Stockholm Account Director
Christoffer Mård Ddb Stockholm Digital Planner
Alexander Ekman DDB Stockholm Web Developer
August Björnberg DDB Stockholm Web Developer
Martin Runfors DDB Stockholm Web Director
Tor Westerlund DDB Stockholm Graphic Designer
Andreas Fabbe Ddb Stockholm Technical Director
Christian Björnerhag
 Ddb Stockholm Retouch
Simon Strand Simon Strand Pr Pr

Creative Execution

We built the campaign around one simple question: Do you love Berlin enough to change your to name? The campaign-site featured a promotional film, selling the dream of Berlin and declaring the dare. At the site the viewer could check out her new life in detail, grab a discount to Berlin or simply download a legal name-change-application and apply directly to legally become Klaus-Heidi. The site was supported by direct, digital and more, but the most important media turned out to be the 42 Swedes that changed their name in hope of a fresh start in Berlin: enabled by Lufthansa.

A simple dare that according to the Economist sounded like a bar bet became an international success. Lufthansa sold out an Airbus 319 based on sales from the campaign-site. 1100 people downloaded the name-change-application. 42 Swedes changed their name to Klaus-Heidi. 41 got a Lufthansa-card with 10 000 points, the winner got an official welcome from Berlins Mayor. The campaign got 240 million impressions, made the news in 30 countries and was a re-occurring topic on Swedish TV. During its peak it stood for 25% of Lufthansa’s mentions in social-media globally and was the main driver to behind Google.

The objective was to grab an emotional advantage on the highly competitive route Stockholm-Berlin. All airlines compete with the same price and comfort on this route, and they all use the same kind of communication to communicate the same message: fly to Berlin cheap. So instead of selling the cheap Berlin, we sold the dream of Berlin, and aimed people’s hearts instead of their wallets. Playing off Swedes well-known love for Berlin, we offered one new life in Berlin including a one-way ticket, a pre-payed apartment and everything you needed to start fresh. The catch? You had to prove your dedication by legally changing your name: to Klaus-Heidi. The challenge was launched through an integrated campaign, with a simple site as a hub. At the campaign-site you could read up on your new Berlin-life, grab a discount or download the name-change-application and apply to become a Klaus-Heidi directly.