Lufthansa celebrates 100 years of brand history with campaign

Lufthansa is kicking off its 100th anniversary with a visually planned campaign created by its flagship agency, Serviceplan. The campaign takes viewers on a journey through a century of aviation and brand communication. Rather than a classic retrospective, the presentation creatively reinterprets Lufthansa’s legacy in a contemporary visual language – resurrecting the brand’s heritage in public spaces across Germany.

Since the first Lufthansa flight on April 6, 1926, the name has been synonymous with pioneering spirit, innovation, and connecting people around the world. To mark this special anniversary, the new campaign brings this story to life – not as a classic retrospective, but as an emotionally staged journey through the decades.

The campaign aims to capture the spirit of each era, while highlighting the shared Lufthansa legacy that connects every chapter of its century-long journey.

“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,” says Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa. “With this campaign, we’re highlighting that shared journey under the claim: ‘Yes. To what’s next.’”

Visually, the work draws on Lufthansa’s advertising archive, with new illustrations by Darya Semenova and Mason London, who interpret the idea of travel from a modern perspective. The work deliberately avoids traditional headlines, focusing on the anniversary emblem and the restrained phrase: “A century since takeoff.”

The campaign is being launched in prominent OOH locations, including Munich, Frankfurt, and Berlin airports, with large-scale murals planned in Munich, Frankfurt, and Hamburg. At Munich Airport, high-impact formats such as the SAT Tower and the P90 site bring the visuals to life at scale.

Till Diestel, Chief Creative Officer Serviceplan Germany, adds: “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 year.