Situation: In 2017 over 2 milions italians faked their holidays uploading fake pictures on their social media.

Brief: Lufthansa wants to connect Italians to #SayYesToTheWorld Campaign to relaunch the relevance of the brand with a local activation

Objectives: The goals were to create engagment through relevant insights for Italian consumers, increase buzz and talkability and create a warm relationship with the consumer.

Italians believe that internet is enough to explore the world but to truly discover a place you have to go there.

We wanted to show how illusory it is to think that the world is just a click away, and we did it by organizing a real photographic exhibition in one of the sacred places for Italian art: La Triennale di Milano.

A journey through 10 photographs of unknown places, each with its own credible history.

At the end of the exhibit in a reveal area people discovered that the works were created by an artist on the computer, mixing together real locations. A video and a manifesto on the wall reminded everyone that there is only one way to truly discover the world: by travelling.

The location’s choice (La Triennale - Milano) gives a great chance of adding the Lufthansa local project a lot more resonance and credibility, a crucial factor for this kind of exhibition.

The Artist involved, thanks to his creative retouching skills, gave the exhibition a dreamy flavor.

We engaged micro influencers who gave a more spontaneous and transparent approach to the exhibition: a more solid community related to travel and photography\travel enthusiast.

Implementation: A month before the inauguration of Unknown Places, scheduled for November 10th, we built an unbranded campaign. With the involvement of art magazines, press releases, a dedicated space on the Milan Triennale website, we presented the exhibition as a true photographic exhibition. At the same time we created 10 works mixing together real locations and creating a credible story for each of them. The exhibition was set up creating a path that guided people through the works up to a reveal area. Here, through a special video and panels explaining the exhibition, we have finally unveiled the Lufthansa Brand.

Timeline: 10th of October: launch unbranded campaign. 10th of November: Start exhibition at Triennale. 28th of November: PR and online video From 2th of February to 4th of March: Exhibition at Feltrinelli bookshop Duomo of Milan.

Placement: Salone d’Onore Triennale di Milano, Feltrinelli bookshop Duomo.

Scale: 370 m2.

3.2 k visitor per day

2MIO of online views

+760% mentions of #SayYesToTheWorld

35MIO of impressions

The Lufthansa campaign has been very successful. During the exhibition and in the following days many of the visitors shared photos of the artworks and the mentions of the brand increased exponentially, significantly changing the perception that Italians have of Lufthansa. The conversations on the Social Networks have generated a debate on the problem of fake holidays. This success allowed us to replicate the exhibition in the city center, at the Feltrinelli bookshop in Duomo.