Travel tips from people around the globe by DDB Unlimited

KLM Royal Dutch Airlines unites all over the world. Ysabelle Tierie, Creative at DDB Unlimited sat with us to explain us how, with Take-off Tips

What was the original brief for this campaign?

 

KLM Royal Dutch Airlines is in the business of bringing people together: it unites families, friends and other relationships all over the world. It is an airline that has been pioneering since it was founded in 1919.

KLM asked us to create a brand message that would touch the primary target audience: air travellers who depart, land or transfer at KLM’s home base Amsterdam Airport Schiphol, and the secondary target audience: people who fly regularly (worldwide). The briefing was to create sympathy for the brand and that it would contribute to KLM’s brand purpose ‘Moving your world by creating memorable experiences’. At the same time, it should underline KLM’s pioneering spirit by displaying it recognizes the opportunities the newest technology offers the world.
Tell us about your role in the creation of this work.
We built a unique installation. A hologram bar that allows travellers to sit face-face, just as in real life. The bar was designed in two halves. One half located at Amsterdam Schiphol Airport. And the other half at various airports around the world.
The bar was equipped with a 3D facial scanner, a real time Wi-Fi connection and a hologram beamer. On both sides of this connection, the faces of the visitors were tracked when being filmed and projected back onto a transparent hologram fabric.
What inspired you to approach the campaign this way?
Airports can be impersonal: crowded with people, minding their own business.
So wouldn’t it be great if we could persuade travellers to connect and share some
of their personal knowledge, instead of them spending time on their mobile phones
or in books?
How difficult was it to sell the idea to KLM?
They immediately loved it!
What was the biggest challenge you faced during the process?
The challenge with creating 3D holographic displays is that the amount of information a typical hologram contains is vast. Therefore, we needed technology that could record (in real-time) all of the complex information of the light field, communications technology capable of transmitting this huge amount of data and then a computer in order to process this data.
What did you learn from the experience?
When you bury your nose in a guidebook or blog, it forces you to go where everyone else is. But traveling is about breaking free of our comfort zones and becoming immersed in a local culture different than our own. So by sharing your local knowledge with another traveller, you can help them discover your city, culture and people the way you do. Knowledge not only about where to eat and where to shop, but tips about real local habits like: When you greet someone in Holland, you kiss three times. Or Brazilians are known for being friendly, festive and… late. They are not used to appointments scheduled by the minute. So don’t get upset if they show up minutes late. Discover cities and cultures by following the advice of real locals that know their city inside out.
What’s a “behind the scenes” story that only you know about?
One 'couple' actually went on a date after exchanging tips. He flew back home earlier, so they still had a couple of days to meet up in Rio. We don't know if the date was a success, but it's nice to hear that some passengers really connected.