Lufthansa Takes Life Changing Visual Brand Campaign to Ethiopia
Travelling can change a life: The inspiring power of places away from the reality of life is the focus of the Lufthansa campaign #LifeChangingPlaces.
Today in Germany the third wave of the campaign starts in cinemas, on television and online. The campaign launched for the first time in 2017.
The new spot focuses on a moving encounter in Ethiopia. As part of a flight mission to the country in north-eastern Africa, Lufthansa flight attendant Maira discovers the incredible diversity of the country and the friendliness of the people.
In Addis Ababa she visits the Mother & Child Rehabilitation Centre, which supports mothers and children who have been victims of violence.
The visit changes everything for Maira. Thanks also to her, the centre is now a project of the help alliance, an aid organisation of the Lufthansa Group that once founded Lufthansa employees.
Interactive installations complement the campaign and collect donations for the help alliance. In Terminal 1 at Frankfurt Airport and in Terminal 2 at Munich Airport, passengers can donate to projects of the Lufthansa relief organization by sending emojis.
Another interactive experience is offered by the "Help Desk" - an augmented reality installation that, among other things, makes important school materials visible from nowhere on a table. Users can discover them with their smartphones and also donate directly.
The integrated digital campaign was developed in close cooperation with the Lufthansa lead agency Kolle Rebbe, DDB & Tribal Hamburg, Mindshare, Elbkind Reply and Territory.
The responsible film production is 27km, directed by Vincent Urban. The Lufthansa magazines in print and digital were produced by Territory. Mindshare is responsible for the integrated media planning.
More information and inspiring stories about #LifeChangingPlaces, visit lufthansa.com/places