LUFTHANSA "OPEN SEATS"

TitleLUFTHANSA "OPEN SEATS"
BrandLUFTHANSA
Product/ServiceLUFTHANSA
Category D05. Interactive Experiences
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation 2 3SPIN Darmstadt, GERMANY
Production 3SPIN Darmstadt, GERMANY
Production 2 27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
Production 3 GLOBAL EXHIBIT GROUP EXPOTECHNIK HEINZ SOSCHINSKI Taunusstein, GERMANY
Production 4 THE SOUNDSHACK Hamburg, GERMANY
Credits
Name Company Position
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Thomas Heinz Kolle Rebbe GmbH Executive Creative Director
Christian Kroll Kolle Rebbe GmbH Executive Creative Director
Katharina Jung Kolle Rebbe GmbH Account Supervisor
Elisabeth Andersen Kolle Rebbe GmbH Account Manager
Lars Hartmann Kolle Rebbe GmbH Account Manager
Robert Westphal Kolle Rebbe GmbH Art Director
Robin Seufert Kolle Rebbe GmbH Art Director
Tobias Schwaiger Kolle Rebbe GmbH Copywriter / Concept
Eniola Falase Kolle Rebbe GmbH Copywriter / Concept
Oliver Göck 3spin GmbH & Co KG Managing Director, Account Supervisor
Thomas Hoger 3spin GmbH & Co KG Executive Creative Director, Strategy
Wanda Kesel 3spin GmbH & Co KG Account Manager
Dominik Lischka 3spin GmbH & Co KG Graphic Designer
Thomas Quiring 3spin GmbH & Co KG Concept
Gunter Sterr 3spin GmbH & Co KG Concept
Annica Stähly 3spin GmbH & Co KG Production Manager
Thomas Poursanidis 3spin GmbH & Co KG Audio/Video
Sascha Kaurin 3spin GmbH & Co KG 3D
Andreas Herbig 3spin GmbH & Co KG Development (Installation)
Christine Coenen 3spin GmbH & Co KG Development (Installation)
Christoph Manschitz 3spin GmbH & Co KG Development (Installation)
Ingo Schäfer 3spin GmbH & Co KG Development (Installation)
Miguel Wicht 3spin GmbH & Co KG Development (Web)
Jürgen Steitz 3spin GmbH & Co KG Development (Web)
Dierck Prüssing ET Global Exhibit Group Expotechnik Heinz Soscvhinski GmbH Account Manager
Jeremias Stock ET Global Exhibit Group Expotechnik Heinz Soscvhinski GmbH Account Manager
Hannes Mielke The SoundShack GmbH Audio Engineer

Write a short summary of what happens in the ambient or digital execution or campaign.

OpenSeats is the world’s first intelligent Mixed Reality experience. The installation unit that brought a creative twist into the traditional out-of-home media turning a billboard-sized digital display/screen into a fully interactive world. For the first time, users had an immersive and responsive Augmented Reality experience that required no extra hardware or wearable devices, which made for a non-isolated virtual experience. With speech recognition; saying the word ‘yes’ launched the experience. Through face recognition and motion tracking an algorithm recognised the users’ mood and skills to create a personalised user journey.

Cultural/Context information for the jury

We live in a world where technology connects and in a sense isolates us in real life contexts. Lufthansa launched its biggest global campaign ever #SayYesToTheWorld, which asked the essential question: Why do you love the world? The goal was to help people reflect and open them up to a world of possibilities.