Title	TO MORE MEMORIES TOGETHER
Brand	KLM
Product/Service	KLM ROYAL DUTCH AIRLINES
Category	A07. Use of Original Music
Entrant	MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Idea Creation	DDB UNLIMITED Amsterdam, THE NETHERLANDS
Production	MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Production 2	PINK RABBIT Amsterdam, THE NETHERLANDS

Name	Company	Position
Ed van Bennekom	DDB Unlimited	Creative Director
Jasper Diks	DDB Unlimited	Creative Director
Ismael ten Heuvel	Pink Rabbit	Director
Tom Tukker	MassiveMusic	Music Producer
Auke Riemersma	MassiveMusic	Sound Engineer & Music Producer
Philip Oomen	MassiveMusic	Head of Search, Licensing and MassiveTalent
Joep Beving	Joep Beving	Music Artist

Write a short summary of what happens in the film

KLM, the world’s oldest airline, celebrates its 100th birthday with a global campaign called ‘To more memories together’. The film aims to highlight KLM’s achievements through showcasing the story of three generations of women from the same family working for KLM. By choosing to focus on the people behind the company, KLM shows how to create a more personal and relatable storyline. In the first half of the film, we see two women, mother and daughter, becoming flight attendants, whereas the second part depicts the last woman, the first generation’s granddaughter, becoming a pilot.

Cultural / Context information for the jury

Original uniforms and props as well as footage from one of the very first aircrafts to join KLM’s fleet are shown to make it look as realistic as possible. The second layer of the story hints at the feminist revolutions witnessed over the years, with more women rising to the top of their professions. Authenticity is a key value for KLM: this is shown in the storylines, all based on true stories. Despite having over 30,000 employees, KLM still maintains a family vibe – something we witnessed when sharing the film, with all employees being proud of being portrayed in the campaign. The parties involved all share something in common; They’re well-known within the Dutch industry and audience, yet they’re also internationally-oriented – with KLM flying internationally, pianist Joep Beving touring around the world, DDB Unlimited and director Ismael ten Heuvel working on international projects and MassiveMusic having offices worldwide.

Tell the jury about the creation of the original music track.

The brief asked us to focus on neoclassical music to celebrate the old and new juxtaposition of KLM: legendary yet still innovative. Suggested by director Ismael ten Heuvel, Joep Beving was our first and only choice, despite him currently being on tour which means we had a very limited time. We initially thought to incorporate vocals but soon found out we wanted to give the audience the opportunity to differentiate the storylines, something that lyrics would have blurred. To highlight the ambitions and confidence of the women in the film, the music had to gradually increase with more dynamics towards the ending, achieved by adding strings whilst still keeping the piano as a foundation. The fact that the musical term ‘crescendo’ means ‘growing up’ in Italian was serendipitous. That’s exactly what the film focuses on by depicting three generations of women, and more subtly KLM itself, evolving throughout the years.