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, the airline presents 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
A live connection during Pride Month. Lufthansa is present on the CSD in Frankfurt ever since. Using interactive billboards, queer persons from all over the world walked with us. We outsmarted the oppressions in their countries and they could literally walked on a Pride Parade for the first time in their lives.
The Worldcup 2022 in Qatar. In Germany nobody wants to see it and especially nobody wants to advertise with It. Because either you piss off the public or the organizers. So what to do? We remembered what soccer is about. With a jersey swap around the world pared with soccer insights from each country. Our clear message: Diversity Wins.
Accenture SONG // 2022 // Creative Director
A Message that keeps flying. Attitude instead of advertising - on one of the largest and most unusual billboards of the World Cup. Therefore, Lufthansa sent out the "Fanhansa" and our team with a message that the company, but also German football, has always stood for.
Out Of Home. Two simple briefings: a Deutsche Bahn collaboration called Lufthansa Express Rail and a summer flights promotion.
Accenture SONG // 2022 -2023 // Creative Director
Flying becomes personal like never before. Allegris. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
Accenture SONG // 2023 // Creative Director
Summer 2023.
Pride-Kampagnen sind immer so eine Sache. Easy Likes für die Marken, aber ist der Community mit einem Regenbogenpost wirklich geholfen – gerade beim Reisen? Denn für die queere Community ist genau das oft auch mit Unsicherheit verbunden. Lufthansa wollte es daher anders angehen und eine Plattform schaffen, die queeren Menschen sichere Orte aufzeigt – überall und abseits der bekannten LGBTQIA*-Reiseziele. Zum Auftakt haben wir Menschen gesucht, die selbst in queerfeindlicher Umgebung Yes sagen und die LGBTQIA*-Community willkommen heißen.
Accenture SONG // 2023 // Creative Director
WM 2022
WM in Qatar. Für die meisten ein kontroverses Event, für Werbetreibende ein einziges großes Fettnäpfchen (so groß wie sechs Fußballfelder etwa). Was also tun? Wir haben uns daran erinnert, worum es im Sport geht. Mit dem größten Trikottausch der Welt. Und einem Flugzeug der deutschen Elf als Werbetafel für mehr Toleranz. Immer noch kontrovers – hat aber das Thema in die Medien gebracht. Und das war es wert.
Accenture SONG // 2023 // Creative Director
Out of Home.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
Accenture SONG // 2023 // Creative Director
Flying becomes personal like never before. Allegris. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
Accenture SONG // 2023 // Creative Director