Winners profiles 2024
Generating growth through relevance – Accenture Song Brand Germany is convinced of this formula for success. With analytical precision and technology-based ideas, solutions are created that go straight to the heart of the respective target group. This was also convincingly achieved at the legendary metal festival in Wacken: for Krombacher, the creatives put together a band of endangered animals that loudly promoted species conservation. The result? Lots of headbanging and a huge amount of donations, as well as a viral hit.
Interview with Accenture Song
Red Dot: With this campaign, Lufthansa is reaching out to the LGBTQIA+ community to help queer people overcome their fear of travelling. Did you quickly realise that the solution had to be a documentary, authentic approach?
Accenture Song: As an open-minded brand, Lufthansa not only wants to communicate its values, but also live them openly. To achieve this, it is essential not to talk about the LGBTQIA+ community – but with it. The documentary approach was the logical conclusion.
What form did the research take? And how did you select the protagonists for the film?
We worked closely with the director Mollie Mills and a casting director who are both deeply rooted in the community. Our aim was to find stories and protagonists that were as unseen and global as possible.
Even if the campaign is cross-media and goes beyond film, is film still the most important element for stirring emotions?
Documentary short films have the potential to be extremely moving due to their closeness. They were therefore the centrepiece of a cross-channel campaign that aimed to make comprehensible the thoughts and obstacles that queer people face, both in a travel setting and in their living environment.
The campaign was designed for the long term, beyond Pride Month. What does the continuation of the campaign look like?
An online platform was launched with the campaign, which is managed by the Lufthansa community “Diversifly”. The goal: a long-term, inspiring reference guide of safe travel destinations for queer people.