KLM: Great News
Task: Our mission was to create a campaign based on KLM’s new global positioning: Caring. We needed an idea that could strengthen both brand awareness and emotional connection to the brand.
Solution: Travel plays a vital social role in the world. With every experience, we grow more connected. With every meeting between people, trust and wellbeing increase—both individually and globally.
In a time when society has been shaken to its core by a series of frightening events, we wanted to convey a sense of togetherness and optimism. A reminder of what the world still holds. Because if we can make people feel what KLM believes in, they’ll believe in it too: Caring.
We recruited three flying reporters who, over the course of three months, traveled the world to share Great News From Around the World. Through their real stories and encounters, we brought KLM’s values to life—and reminded people of the good that’s still out there.
Nominated in Swedish Content Awards 2018