The One Show
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Category
Original Music / Score - Long Form
Annual ID
OS25_MS040M
Background
Lufthansa wants to inspire people to embark on new adventures. All they need to do is let go of doubt and say Yes to a leap of faith this summer. Our mission was to capture this anticipation in a global 360° campaign that showcases the incredibly wide range of destinations on offer—while remaining both entertaining and emotional.
Creative Idea
Every journey is a new beginning. All it takes is a Yes. 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 marveling at the desert in South Africa. Inspired by magical realism, the result is a stunning visual journey that perfectly blends reality and dream.
Insights & Strategy
“Finally doing it” is a great feeling. But it takes courage to say Yes. When you dare to tap on “Book now,” magical things can happen. We wanted to translate that feeling into an emotional film, encouraging travelers to turn their dreams into reality.
Our audience consists of Creative Connectors—a global community of boundary-pushers who prefer premium experiences over luxurious ones. Although they often travel for work, personal travel plans are frequently postponed—whether due to career, relationship, or family commitments.
This summer should become their summer: the moment to finally travel to the places they’ve always dreamed of. Every journey is a new beginning. All it takes is a Yes.
Our audience consists of Creative Connectors—a global community of boundary-pushers who prefer premium experiences over luxurious ones. Although they often travel for work, personal travel plans are frequently postponed—whether due to career, relationship, or family commitments.
This summer should become their summer: the moment to finally travel to the places they’ve always dreamed of. Every journey is a new beginning. All it takes is a Yes.
Execution
The cinematic film takes viewers on an acoustic journey. The challenge was that the music had to fit organically with each destination, but also convey a consistently positive mood. From the bustling streets of Mumbai to the quiet deserts of South Africa. Music and sound underline the cultural diversity of the destinations and make the film even more immersive. The new music composition, paired with ambient noises, deliberately intertwines the countless worlds she’s rushing through.
All while the camera stays unusually close to the protagonist—very uncommon for travel advertising. The visuals blend slow motion with fast cuts, crystal-clear images with blurred motion. The creative editing highlights her emotional state as she stumbles from one scene to the next, barely able to believe her adventure.
Until, finally, she awakens from her daydream—finding herself in the cabin of a Lufthansa flight, enroute to her next adventure.
All while the camera stays unusually close to the protagonist—very uncommon for travel advertising. The visuals blend slow motion with fast cuts, crystal-clear images with blurred motion. The creative editing highlights her emotional state as she stumbles from one scene to the next, barely able to believe her adventure.
Until, finally, she awakens from her daydream—finding herself in the cabin of a Lufthansa flight, enroute to her next adventure.
Results
The global campaign has just been rolled out across Europe and the Americas and is still running. We plan to expand into additional markets in the next phase.
2025 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Digital Agency
Oscar Bravo
Media Agency
Mindshare
Production Company
ICONOCLAST / Germany
Post Production Company
Rothau / Colorcollective / New York
Editing Company
Cabin Edit / New York
Art Director
Eva Povilauskaite
Fabian Kräkel
Vivien Katholing
Chief Creative Officer
Till Diestel
Composer
Christopher Bear
Tony Nitschke
Copywriter
Philip Ziegler
Viktoria Pronko
Creative Director
Florian Schoeftenhuber
Stefan Rehne
Director
Niclas Larsson
Director of Photography
Maximilian Pittner
Global Chief Creative Officer
Alexander Schill
Motion Designer
Ines Koßsack
Producer
Beate Ehlert
Executive Producer
Alexis Delanoue
Global Executive Creative Director
Erick Barrios Hernandez
Wolfgang Warzilek
Senior Art Director
Jonas Menze
-
Tülay Kahraman
Account Director
Amina Malik
Mareike Schröder
Account Manager
Evelyn Gerlach
Casting
Ruth O'Dowd
CG Artist
Chris Winters
HongRu Chen
Client Service Director
Daria Diklic
Client Service Supervisor
Stefanie Anthes
Colorist
Alex Bickel
Director Sales
Florian Fischer
Director Strategy
Sarah Nemec
Executive Producer Online
Sam Napper
Grading
Florian Wolf
Head of Account Management
Christian Von Dewall
Head of Creative Planning International
Lucas Conte
Head of Lufthansa Group
Bernd Mayrhofer
Head of Post Production
Maggy Fischer
Head of Production
Christoph Köhler
Managing Director
Nils Schwemer
Postproducer
Flora Marriott
Jens Maier-Rothe
Production Coordinator
Karin Rudokas
Production Designer
Mikael Varhelyi
Recording Studio
Alex Parker
Senior Integrated Producer
Caroline Walczok
Senior Strategist Digital and Social
Eva Maria Hölzl
Sounddesign
Ethan Houser
Stylist
Rebecca Palmer
Team Lead Social
Ina Fölster
VFX Supervisor + online artist
Jordi Bares
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