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

Name	Company	Position
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.