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Lufthansa – Explore the New 

challenge

Launch the new Lufthansa brand on a global scale through a hybrid experience bridging a profound connection between the audience and the brand’s rich history. 

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Response

The "Explore the New" campaign, designed to support the new Lufthansa brand, aimed at fostering trust and familiarity among visitors. Through a live-hybrid experience, attendees were empowered to be co-creators. Leveraging creative technology, each visitor's smartphone was seamlessly connected to 155 screens, enabling them to actively shape the captivating art installation on display. This two-hour showcase unfolded simultaneously across the globe, guiding participants on an immersive journey through 100 years of the iconic Crane motif, offering a glimpse into the airline's promising future, and culminating in the climactic revelation of the new Lufthansa identity.  

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Impact

By transforming 2500 visitors into co-creators, Lufthansa achieved a groundbreaking experience, marking a milestone in the brand's history. The "Explore the New" campaign captivated a global audience, propelling the new Lufthansa brand identity to soar to new heights.

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