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  • Chidozie Uzoezie

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

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Comments (25)

Sep 21, 2022

We just booked our QATAR 🇶🇦 HÔTEL yesterday for 2 différent short stars of 2 nights and 3 nights for the Final… . Not exactly cheap but ok price for 4.5 Stars luxury and in Doha Center City! Thanks and Good Luck everyone! Vamos MEXICO!


Sep 30, 2022

Wow! Stunning! Hilton seems to be taking Africa by storm. Just a couple of years back, they opened the first ever in Eswatini.


Oct 24, 2022

Wonderful event and topics discussed, hopefully we see the manifestations in our African airline businesses in the nearest future. Kudos to you all.


Nov 10, 2022

Hi, I'm Lucy. Please how do I embark on my travel/ tour business. I am newbie and help..


Nov 18, 2022

Prices in the Sol Torremolinos Don Pablo are the same than two weeks ago.


Dec 04, 2022

Good location astounding but the staffs are rude and they make me wait so long for the service. They charge me more than what is on the website and did not refund me the manager is not helping with the issue


Dec 15, 2022

WoW. Amazing Review. 👍


Jan 07, 2023