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 persons 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 are 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.
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
SELLING TICKETS WITH ATTITUDE.
Simple briefing: promoting bookings for summer during spring. But we put in a bigger meaning for that big scale media placement.
Accenture SONG // 2023 // 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. A kick off product film way before the first plane was built and ready to fly.
Accenture SONG // 2023 // Creative Director
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
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 persons 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 are 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
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
SELLING TICKETS WITH ATTITUDE.
Simple briefing: promoting bookings for summer during spring. But we put in a bigger meaning for that big scale media placement.
Accenture SONG // 2023 // 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. A kick off product film way before the first plane was built and ready to fly.
Accenture SONG // 2023 // Creative Director