Look around a departure lounge and you’ll find a lot of bored people. It’s not the most productive way to spend time. DDB Unlimited and KLM Royal Dutch Airlines wondered, “What if it could be productive?”
DDB Unlimited found an answer to that question.
KLM and DDB have created an installation in which travellers waiting to board a plane can exchange local tips and cultural insights face-to-face with others who are heading in the opposite direction. The bars have been established at airports in the Amsterdam, Oslo and Rio de Janeiro. They can even see each other, or hologram versions of each other due to the installations’ 3-D facial scanning and hologram technology.
“Many travellers get bored at the airport as they wait for their flight,” explained Ed van Bennekom, creative director, DDB Unlimited. “With Take-off Tips, we want to give them a more useful and memorable way to pass the time. This new KLM initiative is a good example of how we combine strong insights with innovation to show that KLM is number one in customer service.”
The installation connects people in real time and projects them onto a transparent hologram fabric. The technology took almost three months to develop, test and perfect. It uses 3-D facial scanning to detect and track the participants’ faces on both sides – and then the mechanism projects this data back in both directions. The movements determine the hologram’s projected angle, creating a three-dimensional feel.
“In our industry it is such a joy to be able to bring people together time and time again, we rejoice this in our latest campaign themes and Take-off Tips is no exception. We continuously strive to find means to enable contact between customers including new technologies to create memorable experiences,” stated Natascha van Roode, head of KLM Marketing Communication.
DDB Unlimited built the hologram bar with production partner, Circus Family.
Agency: DDB Unlimited
Production Company: Circus Family
Set Building: Goed Bezig @ Beam Brothers
Online editing: Circus Family
Grading: The Compound
Sound & Music: Massive Music