KLM
Travel Well Instructions
We turned familiar inflight instructions into instructions for an unforgettable journey.
Challenge
Changing Perceptions
Travellers are becoming increasingly critical of flying. How could KLM remind people that it is there to help them get the most out of every journey?
Approach
Putting People First
The genuine care of KLM’s crew is what makes the airline special. So we decided to let real KLM cabin crew show travellers how to have an unforgettable journey by giving their familiar inflight instructions a new meaning.
Solution
Reimagining Safety Instructions
We created Travel Well Instructions, a playful take on the familiar inflight announcements travellers have heard countless times before.
Instead of explaining how to fasten a seatbelt or find the nearest exit, the instructions encouraged travellers to embrace new experiences, connect with different cultures and make the most of every moment.
Real KLM cabin crew played the leading roles, bringing warmth and authenticity to the campaign.
Using virtual production, we created a journey across the globe without ever leaving Amsterdam.
The result was a brand film that transformed a familiar part of flying into an invitation to Travel Well.
