Ad of the Day | Lufthansa Airlines and Serviceplan Group Announce Global Launch of New Brand Campaign

Aug. 13, 2024

Serviceplan Group, in collaboration with Lufthansa Airlines, is thrilled to announce the global launch of a groundbreaking new brand film, set to premiere on August 12, 2024. This film is a pivotal part of the Allegris campaign under the innovative “Yes” platform umbrella, showcasing Lufthansa’s unparalleled commitment to elevating the passenger experience.

In addition to the brand film, the Allegris campaign includes a series of 6 videos and 8 still images that will span various channels, including Connected TV (Peacock, Hulu), social media (Facebook, Instagram), custom partnerships (Vox, Conde Nast), audio, and prominent Out-of-Home placements in San Francisco and Chicago.

The 360-campaign focuses on the revolutionary Lufthansa Allegris cabin experience, with significant upgrades and unique features that set it apart in the aviation industry.

The Lufthansa Allegris experience represents the most substantial upgrade the airline has made in years. This new way of flying is brought to life through dynamic and fast-paced visuals, crafted by the acclaimed London-based director duo Nono & Rodrigo, known for their striking storytelling. The still images were captured by French photographer Alice Moitié, whose work combines high-end aesthetics with authentic moments, ensuring a true reflection of passengers’ experiences.

Passengers are the core focus of this campaign, showcasing how everyone benefits from the Lufthansa Allegris travel experience. From former NBA basketball star Dirk Nowitzki enjoying a seven-foot-long bed, to families savoring the privacy and comfort of the Business Class Suite, to business travelers working and relaxing with ample space, the films present a vivid, engaging, and relatable narrative.

The new campaign marks the kick-off of an ongoing partnership with Dirk Nowitzki, with additional assets set to roll out in early to mid-August. The brand chose to partner with Nowitzki not only because of their shared German heritage but also due to their shared values of ambition. At 7 feet tall, Nowitzki is the perfect ambassador to highlight Lufthansa’s new Allegris feature: lay-flat seats that convert into seven-foot-long beds.

The campaign is a testament to the strong partnership between Serviceplan Group and Lufthansa. Having won the Lufthansa Global Business in 2023, Serviceplan Group, inclusive of Serviceplan Americas, has been the airline’s lead creative agency of record for the worldwide marketing communication of the Lufthansa brand since January 2024. This collaboration has continually pushed creative boundaries, as evidenced by the success of the Yes platform launch earlier this year.

Michelle Mynhardt, Head of Marketing & Communication at Lufthansa said:

"Our new campaign is a testament to Lufthansa’s unwavering commitment to our passengers. By continuing the ‘Yes’ platform, we are placing the individual experiences and stories of our travelers at the heart of our brand. We are excited to showcase how the Allegris cabin experience transforms every journey into a memorable adventure. And we are thrilled that we could team up with Dirk Nowitzki, an international star with a German background."

 

Erick Barrios Hernández and Wolfgang Warzilek, Global Executive Creative Directors at Serviceplan Americas said:

"Showcasing Lufthansa Allegris' features was an exciting challenge. We chose to tell playful stories of passengers enhancing their travel experiences, using lighthearted voice-overs and dynamic visuals. Working with director duo Nono & Rodrigo and photographer Alice Moitié, we captured the innovation of the Allegris cabin while bringing out the joy and excitement of every journey through their unique storytelling and high-end aesthetics.”  

 

Till Diestel, CCO Serviceplan Germany said:

"We continue our story of ‘Yes’ also in this campaign, focussing on what makes the Lufthansa brand so strong and special. And we are really happy about the results we have been able to achieve. Thank you to our client for their trust in us." 

 

Serena Willmar, Client Services Director at Serviceplan Group said:

"Bringing this global campaign to life was a collaborative effort between our teams that required navigating different priorities across all of Lufthansa’s key markets."

 

Erin Shanahan, Client Services Director at Serviceplan Americas added:

"With just four days to capture all content, including six product films and nine key visuals, the production demanded meticulous planning and round-the- clock efforts. Our dedicated teams worked in tandem, showcasing a true spirit of collaboration and commitment to excellence."