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 digitally by an artist, mixing together real locations. On the wall, a video and a manifesto reminded everyone that there is only one way to truly discover the world: by travelling.

Target Audience: Unknown Places spoke to all the Italians who look for quality when traveling without losing their home feeling. At least everyone who want to be inspired by the beauty of the world, enriching their life experience.

Approach: an unconventional exhibition about the beauty of travel has been used as a trigger for influencer and people to share on social media. More than exhibition, a real experience. Everything has been filmed to generate a video hero to spread online generating talkability and sharability. A simple but revolutionary idea which revealed people that you can really appreciate the world you live in, only if you travel.

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

Placement: Salone d’Onore Triennale di Milano.

Scale: 370 m2.

• Business impact – sales, donations, site traffic

3.2 k visitor per day

2MIO of online views

• Response rate

+760% mentions of #SayYesToTheWorld

• Impressions

35MIO of impressions

• Change in behaviour

• Consumer awareness

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 Paris, Dubai, Madrid and Stockholm.