Lufthansa has a long history in supporting the LGBTQIA+ community. The airline´s claim "Say yes to the world" stands for open-mindedness and tolerance. And for connecting people from all backgrounds. And this is what we did in a very special way: by developing an innovative technology we made it possible for queer people from unsafe countries to experience their very first Pride Parade.

In many countries it´s not possible for queer people to celebrate pride parades. We found a way to let people from these countries experience their first CSD parade without being scared: backpacks with digital screens. Being carried on the backs of Lufthansa employees they celebrated an unforgettable day in Frankfurt in the middle of like-minded people.

Open-mindedness and connecting people of all backgrounds – that’s in the DNA of the Lufthansa brand. In its Pride campaign 2023, this DNA is expressed in the campaign motto "The world says yes to you". Targeting not only the queer community but sending a message to the whole world that love knows no borders.

We developed four digital backpack posters. Their innovative technology enabled Idil (Turkey), Nemanja (Serbia), Sir Euphoria (Poland) and Opera Tang (Singapore) to literally join a CSD parade for the first time ever. Carried on the backs of promoters on site during the Frankfurt pride parade, the four protagonists walked their first (safe) Pride March with Lufthansa. All the while, each of them was in a live video call with the crowd and interacted with the celebrating community.

This media idea itself was not about counting clicks, likes or shares. It was an ambient media installation designed to let people at the parade experience in real-time the innovative and emotional power of Lufthansa. With thousands of them engaging and interacting with the brand.

Besides that the stunt was filmed and shared on social media. Within shortest time it reached an unexpected high engagement of people who loved and supported the message . And of course hundreds of comments from people whose minds are just too narrow to realise that luckily the world has changed. For Lufthansa it was another milestone in a history of supporting the queer community and strengthened their perception of being a leading ambassador of open-mindedness.