Lufthansa - #InspiredBy

Lufthansa - #InspiredBy

This October, Lufthansa launched a new storytelling campaign designed exclusively for social media which tells the story of how travel influences our personality through the experiences of two Danish designers of Japanese heritage: Satoru and Kiyoshi Inoue. The theme of the story is Heimweh. Heimweh is something akin to homesickness. As Lufthnasa defines it: “Heimweh [ˈhaɪ̯ mˌveː] (German) = longing to travel to a place where you feel at home and where you can be completely yourself.”

The campaign was launched with a video on YouTube (1.2 million views) which shows the two brothers on a personal journey returning to the place they call home. Lufthansa explains that though the Inoue brothers grew up in Denmark, they have always felt more connected to the country of their parents. Their fascination with the relationship between humans and nature leads them on a journey back to Japan, where they explore their identities. The story follows their progress to Yakushima and Kagoshima. There, they visit Sakurijama, the mystical volcano of their father’s bedtime stories. This inspires them to launch an artisan ceramics line, using volcanic ashes. By exploring their family’s origins the two reconnect with their heritage and revive the memories of their late father.

The story of the Inoue brothers shows how important it is for some to discover their own roots – regardless of their country or nationality. We as an airline can thus inspire people and would be delighted if the campaign encouraged people across all social media platforms to reflect on their own sense of home

says Alexander Schlaubitz, Head of Marketing at Lufthansa.

As part of the storytelling campaign Lufthansa also set up a dedicated microsite to collect images and short video snippets of the two brothers’ journey marked with the #inspiredby and #Heimweh hashtags which help complete the story.