The new Lufthansa brand image, creatively led by Serviceplan, emphasises the unique "Yes" of each Lufthansa guest.

The new Lufthansa 'Yes' campaign film has made its worldwide premiere. Now available on TV, online, and in cinemas across Germany, the campaign – entitled 'Every Story Starts with a Yes' – is set to launch in the USA in March, with further international releases planned.

The new Lufthansa 'Yes' campaign places the individual experiences and stories of travellers at its core. The slogan 'Say yes to the world' has evolved into a definitive 'Yes', embodying the personal 'Yes' of each passenger.

Michelle Mynhardt, Head of Marketing at Lufthansa Airlines, explains: “Our new campaign emphasises the cosmopolitanism our brand stands for. Every guest on board has their own story and is travelling with us for a variety of reasons. Each of these moments begins with a “Yes”, and we aim to highlight this.”

On the plane, a couple contemplates the unique stories behind their fellow travellers' journeys. They envision scenarios ranging from a new couple getting to know each other, to three children embarking on their first big trip to a new home, or a group of friends seeking an escape from their daily routines.

Serviceplan, the agency responsible for Lufthansa's global marketing communications since the beginning of 2024, came up with the creative idea and oversaw its realization. The production was directed by Marcus Ibanez and carried out by Iconoclast.

“We tell genuine stories that resonate with people, inspiring them to travel. They are honest, authentic, and contemporary. 'Yes' is more than just an answer – it's a mindset, a lifestyle approach, and we capture this sentiment in our new visual world. We showcase the essence of travel,” says Till Diestel, Chief Creative Officer Serviceplan Germany.

The campaign film will be accompanied by OOH and DOOH.  The first ads have been running since 15 January, including on the west facade of Terminal 2 in Munich, the SAT tower and the digital pillar on the approach to Terminal 1 in Frankfurt. Mindshare Media is responsible for media planning and Oscar Bravo for social media. Mindshare Media is responsible for media planning, Oscar Bravo for social media.

Watch the campaign film: Every seat has a story | Lufthansa (youtube.com)