Lufthansa and Serviceplan Say “All It Takes Is a Yes” to Make Travel Dreams Come True

Next stop: your dream destination. Lufthansa’s new global 360° campaign from lead agency Serviceplan invites you to finally take that trip you've always wanted to make this year. The campaign film puts you right in the middle of the travel experience as soon as you tap on the Lufthansa app.

With the launch of the ‘Yes’ communication platform in January 2024, Lufthansa is putting the personal experiences of their guests at the heart of its brand message. This same approach is carried over into the new cross-media campaign, created and executed by lead agency Serviceplan. With the campaign line ‘Every journey is a new beginning. All it takes is a Yes,’ the airline invites you to say “Yes” to the dream trip you’ve always wanted to take and make it happen now with Lufthansa.

In the campaign film, the protagonist is magically transported from her everyday life to her dream destinations as she types them into the flight search bar on the Lufthansa app. We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Inspired by magical realism, award-winning director Niclas Larsson (Produced by Iconoclast) has crafted a stunning visual journey that perfectly blends reality and dream.

The campaign films and key visuals will be shown across all media touchpoints in TV, cinema, print, online, audio and D(OOH). The campaign has currently been launched in EMEA and the Americas and will also be rolled out in China and India.

Michelle Mynhardt, head of brand marketing and customer relations Lufthansa, said, “In our current campaign, we want to invite people to plan great travel adventures for next year. As a premium airline, Lufthansa is the perfect partner for this. The cabin experience of each of our guests is very important to us and we will continue to bring them to their desired destination comfortably and safely in 2025.”

The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan CCO Germany Till Diestel and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.

Till Diestel said, “We all have these destinations in the world, we have dreamt of visiting for years. In our campaign, we take viewers there up close and personal and share the great feeling of experiencing these new worlds. We want to inspire people to be brave, to say ‘yes’ to actually book that flight and turn travel dreams into reality.”

Mindshare was responsible for media strategy and planning for the campaign, Oscar Bravo for owned social, and DDB for BTL & dialogue marketing. Agency production was handled by Serviceplan Make.C3 Creative Code and Content expands the campaign within the content ecosystem "Lufthansa Insights" with inspiring travel stories.

Serviceplan has been responsible for Lufthansa's global marketing communications as lead agency since January 2024. The last joint project: as part of a three-year partnership with Art Basel in Miami, Lufthansa worked with German artist Stefan Marx, who, among other things, designed the Lufthansa Lounge in Miami Beach. Serviceplan was responsible for the campaign conception and implementation. In August, a cross-media global campaign was launched for the new Lufthansa travel experience, featuring basketball star Dirk Nowitzkiand created and implemented by Serviceplan.