Throttle up

KLM makes pilots out of passersby.

What child hasn’t dreamed of piloting a plane? (If only we hadn’t listened to that friend that said you need perfect vision to do the job.) KLM and agency Bleublancrouge recently tapped into the magic of flying with an OOH execution, offering passersby the chance to push an airplane throttle and create a contrail that appears to come right out of the billboard. In reality, six cryojet tanks were hoisted by crane and attached to the board, 18 metres off the ground. And each person chosen to make the board “fly,” got to go a second time for a chance to take their own flight to Europe.


Brand: KLM
Agency: Bleublancrouge