Welcome aboard: staging Lufthansa’s new CI

To celebrate the 100th anniversary of the Lufthansa crane and to introduce the all new corporate identity to the public, Avantgarde created an extraordinary brand experience: 

Under the motto “Explore the new” Avantgarde took the guests – employees, hand-selected customers and press contacts – on a journey to the world of Lufthansa. The digital interaction tool MAX, developed by our digital department, allowed the guests to be an active part of creating this evening.

We all became part of something big. They took us on a journey through space and time!

enter For example: By entering the event location and logging on the event web browser, every single guest was welcomed as a shooting star on the digital sky. The main objective of the event focused on the collective experience of the Lufthansa identity: Being connected via smartphone throughout the entire evening was a crucial part the concept. Especially as the event did not only take part at Frankfurt airport but also at the airport in Munich. A live stream connected both venues, the Munich guests were even able to interact with the Frankfurt guests. For operating this event in Munich we teamed up with Eisele Communication GmbH.

A highlight of the evening was the collective revelation of the Lufthansa Boeing 747-8 covered in the all new design, simultaneously the first newly painted Lufthansa Airbus A321 touched down next to the venue. Take a look at this marvelous evening.

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