BACKGROUND

Lufthansa wants to be a more inspiring brand, changing its messages from product quality (premium) to experience quality (new premium); and changing its role from deliverer to enabler. The complete makeover of the brand includes changing the 100 year old crane logo and the entire set of brand identity. This campaign is an announcement of the brand attitude.

IDEA

Say Yes to the World creative idea invites people to be open-minded when thinking about travel, and asks a series of questions to trigger consumers to think about what the world means to them.

RESULTS

Brand tracking results indicate that Lufthansa ranked No. 1 for First Choice among international airlines and also ranked No. 1 for “offers a high-quality travel experience” among international airlines.