KLM Royal Dutch Airlines was founded on 7 October 1919 to serve the Netherlands and its colonies.

KLM is today the oldest airline still operating under its original name. KLM has been part of the AIR FRANCE KLM  group since the merger in 2004. By merging with Air France, KLM has come to occupy a leading position in the international airline industry.

The Objective

KLM commissioned Wonderful to parter on a national television and outdoor campaign to promote their airline. The brief required an original approach to the campaign making use of custom set creation, model sourcing and a bespoke photo and video shoot in order to produce the required assets for the campaign.

The Transformation 

Wonderful worked with the senior marketing team at KLM to develop a creative strategy for the upcoming campaign that would achieve the company’s objectives to appeal to a family audience. Once all parties were in agreement on the creative strategy Wonderful brought the strategy to life through mock ups and recreations of the proposed campaign direction. After several iterations and developments in the campaign story working with focus groups final concepts were reached and the shoot was ready to go ahead.

Wonderful proceeded to source models, locations and sets to recreate the final concepts in a live environment. The photography shoot was then conducted over a series of days until all the right shots were completed and ready for editing. 

Strong planning from the creative operations meant that the shoot was a real success. Wonderful recreated the final concepts making them unique to the KLM brand. The creative studio then art-worked the final concepts across all formats required for the national campaign including: billboards, print ads and bus shelters. 

“This was a great job to get our creative teeth into – we showed sketches for our initial creative ideas based on the brief from the client; they picked a route to develop and we visualised the adverts based on an in-depth brand guidelines; this then went to a photo-shoot, which then concluded in copywriting, final artwork and media placements. We were all really happy with how the project went.”

Creative Team, Wonderful


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