KLM turned Hungary’s capital, Budapest, into an art gallery with “Koffer Art“, (Suitcase Art), marking their 90th anniversary. The Leo Burnett team in Hungary faced the challenge of communicating KLM’s attractive prices when people are bored with tactical campaigns and ignore information on prices. Instead of an AD let’s give people ART! Hungary’s most talented young artists were invited to create several artworks inspired by five of KLM’s destinations, San Francisco, Amsterdam, Shanghai, Lima and Cape Town. Works of art could be sculpture, painting, poetry or any abstract creation. More than 500.000 people visited the exhibition during the campaign, held as part of Budapest’s art event and in the shop windows of travel agents. More than 80.000 Euro free PR was produced. And sales almost doubled.
Click on the image below to play the campaign video in YouTube (HD)
The Suitcase Art campaign was developed at Leo Burnett Budapest by creative director Vilmos Farkas, art director Peter Vagvolgyi, copywriter Gergely Horvath, account director Krisztina Szabo, account executive Dora Horvath, account assistant Kata Filep, PR manager Emese Juhasz, print production manager Katalin Dengelegi, web developer Roland Izso.
Work featured here is Amsterdam Couture Designer Outfit by Laszlo Beata, Magic Weapon Shanghai Outfit by E. Kiss Piroska, and South American Dream Documentary Movie by Szabo Gyorgy.