It’s fair to say that Lufthansa Airlines’ Allegris planes do a lot of the heavy lifting in the carrier’s new global brand film. Serviceplan has sensibly done little more than build a montage of clips in which the planes’ significant upgrades and unique features star and an evocative voiceover makes them personal.
The film is a pivotal part of the Allegris campaign under the brand’s Yes platform umbrella, presenting Lufthansa’s commitment to elevating the passenger experience.
In addition to the brand film, the Allegris campaign includes a series of six videos and eight still images that will span various channels, including Connected TV (Peacock, Hulu), social media (Facebook, Instagram), custom partnerships (Vox, Conde Nast), audio, and prominent Out-of-Home placements in San Francisco and Chicago.
The campaign film was directed by London directors, Nono & Rodrigo, known for their striking storytelling. The still images were captured by French photographer, Alice Moitié, whose work combines high-end aesthetics with authentic moments, ensuring a true reflection of passengers’ experiences.
The campaign begins an ongoing partnership with former NBA basketball star, Dirk Nowitzki, with additional assets set to roll out in early to mid-August. The brand chose to partner with Nowitzki not only because of their shared German heritage but also due to their shared values of ambition. At 7 feet tall, Nowitzki is the perfect ambassador to highlight Lufthansa’s new Allegris feature: lay-flat seats that convert into seven-foot-long beds.
Serviceplan Group, inclusive of Serviceplan Americas, has been the airline’s lead creative agency of record for the worldwide marketing communication of the Lufthansa brand since January 2024.
“Our new campaign is a testament to Lufthansa’s unwavering commitment to our passengers. By continuing the ‘Yes’ platform, we are placing the individual experiences and stories of our travelers at the heart of our brand. We are excited to showcase how the Allegris cabin experience transforms every journey into a memorable adventure. And we are thrilled that we could team up with Dirk Nowitzki, an international star with a German background,” stated Michelle Mynhardt, head of marketing & communication at Lufthansa.
“Showcasing Lufthansa Allegris’ features was an exciting challenge. We chose to tell playful stories of passengers enhancing their travel experiences, using lighthearted voice-overs and dynamic visuals. Working with director duo Nono & Rodrigo and photographer Alice Moitié, we captured the innovation of the Allegris cabin while bringing out the joy and excitement of every journey through their unique storytelling and high-end aesthetics,” added Erick Barrios Hernández and Wolfgang Warzilek, global executive creative directors at Serviceplan Americas.
“Bringing this global campaign to life was a collaborative effort between our teams that required navigating different priorities across all of Lufthansa’s key markets,” commented, Serena Willmar, client services director at Serviceplan Group.
“With just four days to capture all content, including six product films and nine key visuals, the production demanded meticulous planning and round-the- clock efforts. Our dedicated teams worked in tandem, showcasing a true spirit of collaboration and commitment to excellence,” added Erin Shanahan, client services director at Serviceplan Americas.
