KLM came to Mustache with a problem: Despite a history dating back to 1919 (the oldest airline in the world still operating under its original name) many North Americans simply didn’t know who they were. So, we have created a campaign addressing the issue straight on: “KLM: It’s an airline.”
The campaign and its “boldly unambitious” messaging combined videos, digital assets, and a microsite to memorably define all flight-related concepts (airport, flight attendant, airline). All the simple, obvious things that really shouldn’t need defining.
As seen in the New York Times: