LUFTHANSA "#LIFECHANGINGPLACES"
Title | LUFTHANSA "#LIFECHANGINGPLACES" |
Brand | DEUTSCHE LUFTHANSA AG |
Product/Service | LIFE CHANGING PLACES |
Category |
B01. Talent: Film, Series & Audio |
Entrant
|
KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
Idea Creation
|
KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
Idea Creation 2
|
DDB GERMANY HAMBURG, GERMANY
|
Idea Creation 3
|
NEULANDHERZER Frankfurt, GERMANY
|
Idea Creation 4
|
TERRITORY Hamburg, GERMANY
|
Media Placement
|
NEULANDHERZER Frankfurt, GERMANY
|
Media Placement 2
|
TERRITORY Hamburg, GERMANY
|
Production
|
NEULANDHERZER Frankfurt, GERMANY
|
Credits
Fabian Frese |
Kolle Rebbe GmbH |
Chief Creative Officer |
Christian Kroll |
Kolle Rebbe GmbH |
Executive Creative Director |
Thomas Heinz |
Kolle Rebbe GmbH |
Executive Creative Director |
Sandra Vetter |
Kolle Rebbe GmbH |
Account Manager |
Nicole Feldmann |
Kolle Rebbe GmbH |
Art Director |
Anna Arndt |
Kolle Rebbe GmbH |
Art Director |
Robin Seufert |
Kolle Rebbe GmbH |
Art Director |
Vera Hemmer |
Kolle Rebbe GmbH |
Art Director |
Danny Fröhlich |
Kolle Rebbe GmbH |
Copywriter |
Philipp Platz |
Kolle Rebbe GmbH |
Copywriter |
Sabine Cole |
Kolle Rebbe GmbH |
Copywriter |
Nina Offermann |
Kolle Rebbe GmbH |
Agency Producer |
Fabian Roser |
DDB Hamburg GmbH |
Managing Director, Executive Creative Director |
Christian Kirberg |
DDB Hamburg GmbH |
Creative Director |
Jessica Hoppe |
DDB Hamburg GmbH |
Senior Copywriter |
Kai Schubert |
DDB Hamburg GmbH |
Client Service Director |
Tillmann Kühn |
DDB Hamburg GmbH |
Director CRM |
Torsten Kägler |
DDB Hamburg GmbH |
Account Director |
Brian Bray |
Neuland + Herzer GmbH |
Head of Concept |
Krystian Bandzimiera |
Neuland + Herzer GmbH |
Producer & Creative |
Christian Keul |
Neuland + Herzer GmbH |
Senior Project Management |
Jil Matthes |
Neuland + Herzer GmbH |
Head of Editorial |
Pacco Nitsche |
27km Entertainment GmbH |
Producer |
Ralf Erthle |
27km Entertainment GmbH |
Producer |
Vincent Urban |
27km Entertainment GmbH |
Director |
Clemens Krüger |
27km Entertainment GmbH |
Director of Photography |
Lutz Stautner |
27km Entertainment GmbH |
Camera Assistant |
Tim Höddinghaus |
27km Entertainment GmbH |
Camera Assistant |
Max Neumeier |
27km Entertainment GmbH |
Editor und Sounddesign |
Malte Schlieker |
27km Entertainment GmbH |
Supervisor/Lead/Artist |
Why is this work relevant for Entertainment?
For Lufthansa’s travel inspiration campaign #LifeChangingPlaces, surf photographer Chris Burkard, restaurateur Thomasina Miers and safari guide Gesa Neitzel return to the places that changed their lives: the Lofoten Islands, Mexico City and South Africa. On- and offline, the true stories inspire millions and shows places in a way that the spectators have never seen them before.
Background
Lufthansa wants to inspire more travel in 2017. There’s already more travel content out there than there are pebbles on the beach. But we want to show that you can take more from travelling than a few seaside selfies.
Describe the creative idea
There are places all over this planet that could change you forever. We show that with the help of true stories.
Describe the strategy
Germans like to travel. But they often travel to places where they know what to expect. Lufthansa inspires them to discover new places with the #LifeChangingPlaces campaign. To make ourselves stand out, we use a visual style for the films that showcase the places in a new and authentic way.
Describe the execution
The #LifeChangingPlaces campaign, aired from September 2017 onwards, tells the stories of Thomasina Miers, Chris Burkard and Gesa Neitzel. The spots are part of an integrated travel inspiration campaign that stretched over several communication channels: TV, cinema, Facebook, YouTube, Instagram, a dedicated website (campaign hub), OOH, travel agency interiors and print advertorials.
Describe the outcome
The whole campaign had a reach of 300,379,675, a view rate 12% over benchmark and a watch time of 549,718 hours.