LUFTHANSA "#LIFECHANGINGPLACES"

TitleLUFTHANSA "#LIFECHANGINGPLACES"
BrandDEUTSCHE LUFTHANSA AG
Product/ServiceLIFE CHANGING PLACES
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
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 Integrated?

The #LifeChangingPlaces spots, aired from September 2017 onwards, were 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.

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

Germans love to travel. But they often travel to places they have been before or where they know what to expect. The German airline Lufthansa wants to encourage them to discover new places with the travel inspiration campaign #LifeChangingPlaces. And perhaps even learn something new about themselves on their journeys.

Describe the strategy

Online and offline, the moving image campaign tells stories about places that changed one person’s whole life. The challenge: Countless travel videos can be found online and in the audio-visual media. To make ourselves stand out, we use a visual style for the film that showcases the place in a new and authentic way.

Describe the execution

There are places all over this planet that could change you forever. We show that with the help of true stories. To make ourselves stand out, we use a visual style for the film that showcases the place in a new and authentic way. The images are observant, intuitive and always surprising. A skillful combination of macro, portrait and drone shots paints a picture of a place in a way that the spectators have never seen it before.

List the results

Lufthansa inspires millions with the stories, on- and offline. The whole campaign had a reach of 300,379,675, a view rate 12% over benchmark and a watch time of 549,718 hours.