KLM - To More Memories Together

From takeoffs and landings to turbulences and dreams come true.
Isn’t flying the perfect metaphor for life? 

This year, the world's oldest airline is celebrating its 100th birthday with a film created by DDB Unlimited and directed by Ismael ten Heuvel. 

A film that tracks KLM’s evolution from 1919 to the present day, looking back at some of KLM's remarkable moments in time while keeping a progressive eye on the future. Classic airplanes and authentic uniforms included.

A story of three generations of women from the same family, with the first two becoming flight attendants and the third one becoming a pilot.

You know us. With such a huge milestone, we had to make sure the music sounded as legendary. However, the ‘new’ aspect was essential as, despite being a centenarian, KLM is modern and innovative in everything it does. 

So we sat down together and thought – neoclassical music, anyone? And who can best embody classical and new at the same time? Joep Beving was the answer.

One of the most listened-to living pianists in the world. As the tallest man with the longest flowing beard on earth, he couldn't get unnoticed. 

But also, he's a good old friend of Massive. Fun fact: for a decade, he worked at our Amsterdam office as a Strategy Director. 

To highlight the ambitions, confidence and accomplishments of the women depicted in the film, we wanted the music to gradually increase, which is what we achieved by adding strings to have more dynamics whilst still keeping the piano as a foundation for the whole track. 

The fact the musical term ‘crescendo’ means ‘growing up’ in Italian was serendipitous. That’s exactly what the women in the film – and KLM – have done, with a journey that never seems to end.