What it had to solve
Lufthansa wanted to connect with Italians by showing its human side through interactive branded content, as its #SayYesToTheWorld platform argued for discovering places in person rather than online.
The idea
Counter scrolled-not-lived holidays with an interactive branded-content exhibition at Italy's home for art, La Triennale, for #SayYesToTheWorld.
How it works
DDB Group Italy worked every piece of the project from insight to idea generation and development; ECDs Gabriele Caeti and Luca Cortesini say the hardest part was booking exhibition space at La Triennale and producing high-quality prints for the show.
What it did
Self-reported in the interview: the client loved the exhibition and it 'worked very well' against the brief's objectives, and the show was set to travel abroad.
Background
In a December 2018 AdForum interview, DDB Group Italy executive creative directors Gabriele Caeti and Luca Cortesini describe their Italy chapter of Lufthansa's #SayYesToTheWorld campaign. The insight, they say: every year millions of Italians fake their holidays by uploading fake pictures on Instagram — which is why people needed reminding how great it is to travel.
Lufthansa's brief, they recall, was to connect with Italians by showing the airline's human side through interactive branded content. The campaign's argument: the internet lets people go everywhere without experiencing something for real, so discovering places in person still matters. The agency says it worked on every piece of the project, from the insight to the idea generation and its development.
The greatest challenge, the ECDs say, was booking the best place for art in Italy — La Triennale — and creating high-quality prints, hard work they say paid off big time. Asked where the campaign would go next, they answered that no predictions were needed: the exhibition would travel abroad, because the client loved it and it worked very well against the objectives.
Why it lands
Instagram fakery gave the airline a specific local enemy for its global 'say yes to real travel' platform.
Exhibiting inside La Triennale borrowed art's credibility to argue travel is worth living, not posting.
Interactive branded content let visitors do the thing the campaign argues for instead of watching an ad.
What you can take
A global platform earns local relevance when each market answers a local behaviour — here, faked holidays on Instagram.
Since then
The ECDs said in the interview that the exhibition would travel abroad after the client's reaction; no third-party results were given.
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