| Title | CONNECTING SEATS |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | AIRPLANE |
| Category |
D05. Interactive Experiences |
|
Entrant
|
DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation 2
|
TRIBAL Amstelveen, THE NETHERLANDS
|
|
Production
|
IN CASE OF FIRE Amsterdam, THE NETHERLANDS
|
|
Production 2
|
FROLIC STUDIO Amsterdam, THE NETHERLANDS
|
Credits
| Ed van Bennekom |
DDB & Tribal Amsterdam |
Creative Director |
| Jasper Diks |
DDB & Tribal Amsterdam |
Creative Director |
| Gijs Sluijters |
DDB & Tribal Amsterdam |
Copywriter |
| Joris Tol |
DDB & Tribal Amsterdam |
Art Director |
| Sophie van Pelt |
DDB & Tribal Amsterdam |
Senior Producer |
| Jolijn de Visser |
DDB & Tribal Amsterdam |
Senior Producer |
| Ralf Hesen |
DDB & Tribal Amsterdam |
Strategy Director |
| Esther te Pas |
DDB & Tribal Amsterdam |
Business Director |
| Collin Huijser |
In Case of Fire |
Director |
| Arjan Oosterveer |
In Case of Fire |
Producer |
| Joris Bulstra |
In Case of Fire |
D.O.P. |
| Peter Bot |
Peter Bot |
(Chairs) Model Maker |
| FROLIC Studio |
FROLIC Studio |
(Technic) Model Maker |
| Jaap Wajer |
Loudness.io |
Sound Designer |
| Kim Hinrichs |
In Case of Fire |
Off-line editor |
| Taco Arts |
In Case of Fire |
Off-line editor |
| Tim van Paassen |
The Compound |
On-line editor |
| Massive Music |
Massive Music |
Music studio |
| Natascha van Roode |
KLM Royal Dutch Airlines |
Head of Global Marketing Communication |
| Marit Badia Hilligehekken |
KLM Royal Dutch Airlines |
Global Marketing Communications Manager |
Write a short summary of what happens in the ambient or digital execution or campaign.
Airports are some of the busiest places in the world, crowded with people from different backgrounds. But because of language barriers, passengers tend not to make human connections while waiting for their flights.
We created the ‘KLM Connecting Seats’: 2 seats that translate every language in real time, allowing travellers with different languages to talk to each other. With this experience, we set out to bring random people together during the Christmas season. The Connecting Seats used Google’s Cloud Speech, Translation and Web Speech APIs to translate every language on the fly, including multiple dialects.
The Seats yielded some warm and emotional chats. People exchanged much more than just holiday greetings. They really reached out to each other and many exchanged their views on the world. Travellers from over 30 countries put their phones or books aside and opened up to others.
Cultural/Context information for the jury
Because of the cultural differences an airline has to deal with (since it caters to travellers from many countries, with a wide variety of cultural backgrounds), we needed to come up with a concept that would appeal to just about any person in the world, no matter their (cultural) background. To realise this, we created a story around real people, not actors, from different cultures. Real people that ordinary people could easily relate to.