Discover your roots.

KLM Royal Dutch Airlines

Brand Strategy, Brand Content, Social & Digital Brand Campaign

Increase millennial awareness of the number of international routes KLM flies out of Pearson Airport in Toronto by connecting with the “Generation Care.”

Challenge

Position travelling as more than just about destinations, arrivals and departures. And through using our strategic Wellbeing Framework™, we discovered that to Generation Care where they travel isn’t as important to them as why they travel, and what memories and emotional experiences they can bring home with them.

Strategy

To Generation Care, travelling isn’t as much about discovering places, as it is about discovering themselves. So, working with this insight, and a limited budget, our campaign idea focused on bringing real people closer to what really matters to them – their roots and the family stories that when shared in person, last a lifetime. To keep the campaign as authentic as possible, we cast real people and crafted scripts based on their own words.