sEbastIaN HoeLzER

LUFTHANSA

TURNING THE BRAND CLAIM SAY YES TO THE WORLD INTO SOMETHING MORE INVITING.

Lufthansa connects the world through travel. Unfortunately, for queer people, this is still associated with uncertainties. The LGBTQIA* community often sticks with places considered as safe – thus, the world becomes smaller. In a documentary short film campaign, we presented places that queer travelers would normally avoid – but where there are people who have created islands of tolerance despite the queer-hostile environment.

Accenture SONG // 2023 // Creative Director

NUALA FROM BRAZIL

Outside the major cities, it's a difficult place for the LGBTQIA* community. Nuala has founded a surf club here for homosexual women, which is also a safe house where they can find accommodation, security, and, not least, a family.

BRIAN FROM UTAH

In the western United States, traditional masculine norms still prevail. There is rarely space for gay men here – especially not at rodeos. Brian therefore organizes Gay Rodeos across the country, breaking with old stereotypes.

KONSTANTINOS
FROM GREECE

Greece, that means Mykonos, Lesbos, Zakynthos – all the gay destinations everyone knows. But it also means: patriarchal structures in the traditional parts of the country, away from tourist destinations. Which Konstantinos wants to combat with LGBTQIA* cultural projects.

LIVE CONNECTION DURING
CSD FRANKFURT.

There is a huge organized community within Lufthansa. Called Diversifly. They are an integral part of the CSD Frankfurt. Using interactive billboards we bring "The world says yes to you" to life. Queer people from all over the world outsmarted the oppressions in their countries and literally walked on a Pride Parade for the first time in their lives.

WORLD CUP IN QATAR.
DECEMBER 2022.

Nobody wanted to advertise with It. Because either you piss off the public or the organizers. But as Lufthansa was the DFB-partner and official carrier of the German team, we were asked to strengthen the brands standing within this controversial event. So what to do? We remembered what soccer and Lufthansa have in common.

Accenture SONG // 2022 // Creative Director

JERSEY SWAP AROUND THE WORLD.

A piece of football culture and a unifying gesture of respect travels through the world. Each destination shows its own peculiarities and football insights.

A MESSAGE THAT KEEPS FLYING.

This attitude is placed on one of the largest and most unusual billboards of the World Cup. The "Fanhansa".

EXPRESS RAIL.
A COOPERATION WITH DEUTSCHE BAHN.

Our approach was to combine both worlds in an unseen way. So we developed illustrations who are reduced to the essence: a seamless connection of two worlds and two brands.

Accenture SONG & Ogilvy // 2022 // Creative Director

ALLEGRIS. FLYING BECOMES PERSONAL LIKE NEVER BEFORE.

Lufhansa reinvents itself. Two simple but powerful words became the beacon of a human-centric and personalized product approach: Truly Yours. We showed the world what Allegris is all about and how the future will look like. A kick off product campaign way before the first plane was built and ready to fly.

Accenture SONG // 2023 // Creative Director

UNRELEASED TEASER.
AGENCY CUT.

Unreleased 1.5 years. The global Allegris Truly Yours campaign actually consisted of a very complex architecture. The claim "A plane full of stories". One emotional topic per class including a short film and a 360 degree campaign. Calls with Oscar winning directors. A Masterplan. That was the theory, but the prototype plane simply wasn't ready to shoot and everything was postponed over and over again. In the end, necessity was made a virtue. An artificial setting for all classes and seats. Little storytelling, lots of art direction. So good that we at least wanted to keep this agency cut in our eyes, because many things can happen in 1.5 years. Even a loss of a client after 13 years of agency loyalty and a whole campaign with it.

Accenture SONG // 2022-2023 // Creative Director

LUFTHANSA

A MESSAGE THAT KEEPS FLYING.

This attitude is placed on one of the largest and most unusual billboards of the World Cup. The "Fanhansa".

ALLEGRIS. FLYING BECOMES PERSONAL LIKE NEVER BEFORE.

Lufhansa reinvents itself. Two simple but powerful words became the beacon of a human-centric and personalized product approach: Truly Yours. We showed the world what Allegris is all about. A kick off product film way before the first plane was built and ready to fly.

Accenture SONG // 2023 // Creative Director

Accenture SONG // 2022-2023 // Creative Director