AMSTERDAM – Do people dare to relax in the middle of a busy airport? To support KLM Royal Dutch Airlines’ new World Business Class seat, DDB & Tribal Amsterdam created the campaign Flat or Not.
At KLM’s home base, Amsterdam Airport Schiphol, an ordinary airport waiting seat was replaced with a seat that could transform into a full-flat bed. When unsuspecting travellers sat down on it, the seat reclined. All reactions were filmed with hidden cameras and turned into a video, which invites people to go to klm.com/flatornot. At the website, visitors can play a game and guess how travellers would react, with a chance to win two World Business Class tickets.
The recently launched World Business Class, designed by Dutch design icon Hella Jongerius, features unique seats that can transform into comfortable full-flat beds.
The World Business Class cabin of the whole KLM Boeing 747 fleet will be restyled by mid-2014. The redesign of the Boeing 777-200 fleet will start by the end of 2014, followed by the rest of the intercontinental fleet.
Credits
Advertising agency: DDB & Tribal Amsterdam
Film edit: The Ambassadors, Erik Verhulst
Production Company game: MediaMonks
Music Company: MassiveMusic
Sound Design: Kaiser Sound Studios, MediaMonks
