| Title | KLM THE BEAUTY IN MOTION |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM AIRPORT INITIATIVES |
| Category |
D03. Special Build |
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Entrant
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DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
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Idea Creation
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DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
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Production
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RANDOM STUDIO Amsterdam, THE NETHERLANDS
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Production 2
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FICTION FACTORY Amsterdam, THE NETHERLANDS
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Production 3
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MR. FRANK Amsterdam, THE NETHERLANDS
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Credits
| Bart Mol |
DDB & Tribal Worldwide, Amsterdam |
Art Director |
| Pol Hoenderboom |
DDB & Tribal Worldwide, Amsterdam |
Copywriter |
| Yuka Kambayashi |
DDB & Tribal Amsterdam |
RTV Director |
| Jolijn de Haas |
DDB & Tribal Worldwide, Amsterdam |
Senior Producer |
| Esther te Pas |
DDB & Tribal Amsterdam |
Business Director |
| Ralf van Hesen |
DDB & Tribal Worldwide, Amsterdam |
Strategy Director |
| Frank Houben |
KLM Royal Dutch Airlines |
Global Brand & MarCom Director |
| Natascha van Roode |
KLM Royal Dutch Airlines |
Head of Global Marketing Communication |
| Marit Badia Hilligehekken |
KLM Royal Dutch Airlines |
Global Marketing Communications Manager |
| Random Studio |
Random Studio |
Experience design |
| Fiction Factory |
Fiction Factory |
Product design |
| Mr. Frank |
Mr. Frank |
Film production |
| Massive music |
Massive music |
Music |
Brief Explanation
In a perfect world, people travelling with KLM would always be able to continue their journey on the airport as smoothly and unobstructed as possible. We found an extremely simplified metaphor for this: a marble that literally moves in the path of least resistance, and our KLM services helping it to achieve that.
Based on this metaphor, we built a fascinating piece of craftsmanship: a kinetic installation around 198 steel marbles in motion, representing passengers on their way to catch a flight. They move through a seemingly chaotic airport and end up in the structured environment of an airplane cabin.
The handcrafted installation leads ‘passengers’ past various KLM initiatives that smoothen their journey, each linked to a special segment in the installation. Like a fast lane for people using self-service baggage check-in or by featuring a specially developed algorithm that helps passengers board without queuing up in the aisle.