Lufthansa marks century of flight with immersive visuals

Lufthansa is launching a campaign to mark the start of its 100th anniversary, developed by its lead agency, Serviceplan. The campaign invites audiences to explore a century of aviation and brand communication, combining historical illustrations, period-specific styles, fashion, and aircraft with contemporary Lufthansa imagery.

The campaign aims to capture the spirit of each era while highlighting the shared Lufthansa legacy that connects generations of passengers and employees.

Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa: "100 years of Lufthansa represent a story shaped by people – both the employees and the passengers who have placed their trust in us across generations. With this campaign, we’re highlighting that shared journey under the claim: ‘Yes. To what’s next.’"

Creative approach and visuals

The campaign draws on Lufthansa’s advertising archive and introduces new illustrations by Darya Semenova and Mason London, interpreting the idea of travel through a modern lens. It centres on the anniversary emblem and the line: "A century since takeoff," deliberately avoiding traditional headlines.

The campaign will appear across prominent out-of-home locations, including airport placements in Munich, Frankfurt, and Berlin, with large-scale murals planned in Munich, Frankfurt, and Hamburg. High-impact formats at Munich Airport, such as the SAT Tower and P90 site, will showcase the visuals at scale.

Till Diestel, Chief Creative Officer Serviceplan Germany: "We’re proud to partner with Lufthansa for such a milestone. This work is a visual journey through time, one that captures the brand’s legacy while looking forward."

The campaign will run through April 5, with further activations planned throughout the anniversary year.