100 Years of Lufthansa

Lufthansa is kicking off its 100th anniversary year with a visually led campaign developed by its lead agency, Serviceplan. The campaign invites audiences on a journey through a century of aviation and brand communication. Instead of a classic retrospective, the launch creative reinterprets Lufthansa’s legacy in a contemporary visual language – bringing the brand’s heritage to life in public spaces across Germany.
The aim of the campaign is 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 while introducing new illustrations by Darya Semenova and Mason London, who interpret the idea of travel through a modern lens. The creative deliberately avoids traditional headlines, instead centering on the anniversary emblem and the understated line: “A century since takeoff.”
The campaign is launching across prominent OOH locations, including airport placements in Munich, Frankfurt, and Berlin, 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.