Serviceplan: This is the new commercial for Lufthansa
Lufthansa's new global 360-degree campaign, created by its lead agency Serviceplan, invites people to finally take the trip they've always dreamed of this year.
With the launch of the "Yes" communication platform in January 2024, Lufthansa placed the personal experiences of guests at the center of its brand message. This approach is also taken up in the new cross-media campaign, which was designed and implemented by lead agency Serviceplan. With the claim "Every Journey is a new Beginning. All it takes is a Yes", the airline invites guests to say "Yes" to the dream trip they have always wanted to take and to make it a reality with Lufthansa.
In the campaign film, the protagonist is magically transported from her everyday life to her dream destinations as she enters them into the flight search function of the Lufthansa app. Viewers accompany her on a wonderful journey and discover inspiring experiences on location: in a dumpling store in Shanghai, swimming in turquoise waters near Rio de Janeiro, buying a sandwich in a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marveling at the desert in South Africa. Inspired by magical realism, award-winning director Niclas Larsson (production: Iconoclast) has created a breathtaking visual journey that perfectly blends reality and dream.
Cross-media campaign
Films and key visuals from the campaign are played out cross-media 360° in TV, cinema, print, online, audio and D(OOH). The campaign has currently been launched in Germany, the EMEA region and North and South America. In the coming weeks, it will be rolled out in other international markets such as India and China.
Mindshare was responsible for the media strategy and planning of the campaign, Oscar Bravo for Owned Social, DDB for BTL & Dialog Marketing and C3 as content marketing agency. Serviceplan Make was responsible for agency producing.
Serviceplan has been the lead agency responsible for the Lufthansa brand's global marketing communications since January 2024. Latest joint project: As part of a three-year partnership with Art Basel in Miami, Lufthansa is cooperating with the German artist Stefan Marx, who designed the Lufthansa Lounge in Miami Beach, among other things. The campaign was designed and implemented by Serviceplan.
August saw the launch of a cross-media, global campaign for the new Lufthansa travel experience Allegris with basketball star Dirk Nowitzki, created and implemented by Serviceplan.
