Lufthansa marks 100 years of heritage with a new visual campaign.

To celebrate its 100th anniversary of foundation, Lufthansa has unveiled a new worldwide marketing campaign that takes viewers on a visually stunning tour through a century of aviation history. The campaign, which was recently unveiled  reimagines historical themes from a modern perspective, translating 100 years of Lufthansa’s legacy into a contemporary visual narrative.

The innovative idea was created in conjunction with Serviceplan. With roots dating back to April 6, 1926, when the airline’s first aircraft took off, Lufthansa’s centenary campaign captures the spirit of invention, pioneering, and global connectedness that have characterised the brand for a century.

The campaign, which combines historical drawings, period-specific design elements, and famous planes with contemporary Lufthansa imagery, gives an emotionally staged tour through many eras instead of a standard retrospective. The visual panorama that results brings the brand’s development throughout generations to life by tying together the past, present, and future. The campaign celebrates the individuals who have influenced Lufthansa’s journey over the years while highlighting the company’s enduring ideals. The campaign’s goal is to showcase the commonalities throughout the brand’s history while capturing the essence of each era. “Lufthansa’s 100th founding anniversary represents a history that is carried by people, by employees as well as by passengers who have placed their trust in the brand across generations,” stated Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa, in response to the initiative.

Up until April 6, the campaign will be displayed in expansive installations at the airports in Frankfurt, Munich, and Berlin. Throughout the anniversary year, other activations are scheduled.