2020 Print & Publishing

NEW YEARS RESOLUTIONS

TitleNEW YEARS RESOLUTIONS
BrandKLM
Product/ServiceKLM AIRLINE TICKETS
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant M&C SAATCHI Stockholm, SWEDEN
Idea Creation M&C SAATCHI Stockholm, SWEDEN
Additional Company KLM ROYAL DUTCH AIRLINES Solna, SWEDEN
Credits
Name Company Position
Kristina Annehed M&C Saatchi Stockholm Account Director
Bjarte Eide M&C Saatchi Stockholm CEO & Partner
Tove Sandström M&C Saatchi Stockholm Account Manager
Klara Eide M&C Saatchi Stockholm Executive Strategy Director
Linda Elers M&C Saatchi Stockholm Creative Director
Alexander Elers M&C Saatchi Stockholm Creative Director
Arvid Klintberg M&C Saatchi Stockholm Art Director
Fanny Klefelt M&C Saatchi Stockholm Copywriter
Josefin Löfgren M&C Saatchi Stockholm Social Media Manager
Anton Hååg M&C Saatchi Stockholm Graphic Designer
Maria Hagelberg KLM Royal Dutch Airlines Marketing Manager
Dan Hammarberg KLM Royal Dutch Airlines Brand Manager
Carina Bergqvist KLM Royal Dutch Airlines Brand Manager & PR

Cultural / Context information for the jury

As part of their sustainability work, airline company KLM are constantly finding new ways of reducing their carbon footprint. Leading up to 2020, KLM therefore pledged to stop selling tax free in order to reduce weight (and thereby fuel consumption). We realized that cutting alcohol and losing weight are some of the most classic New Year’s resolutions out there. The ad ran in the largest newspapers in the nordic region on january 1st 2020. In the last years, climate change has dominated the agenda, especially in the Nordic region. A big emphasis has been on how air travelling impacts the environment. KLM have been true pioneers when it comes to reducing carbon footprint and being dedicated to sustainability. They have been ranked as one of the world’s leading airline companies within sustainability 14 years in a row and were on top of the Dow Jones Sustainability Index in 2019.