2016-2017戛纳狮 促销类 - B02组 入围奖 人来人往，却形单影只，机场往往是别离的伤心地，让我们猜猜KLM怎样在圣诞节温暖这个充满离别地方。   KLM BONDING BUFFET KLM ROYAL DUTCH AIRLINES | DDB & TRIBAL WORLDWIDE AMSTERDAM | 2017Promo And Activation - B02 Use of Ambient Media: Large Scale Synopsis KLM Royal Dutch Airlines is in the business of bringing people together: it unites families, friends and other relations all over the world. At the end of a year with much turbulence in this world, KLM wanted to use the days around Christmas to communicate a message of unity, togetherness and sharing. A message that would touch people, create sympathy for the brand and contribute to KLM’s brand purpose “Moving your world by creating memorable experiences”. KLM asked agency to create this message. As always it asked us to develop a story that would revolve around real people, not actors. Since Christmastime is one of the busiest times of year for the airline, the realisation of the concept could not have too many logistical implications for them. KLM would need all hands to secure smooth running of their operations at this time of year.   Execution In the busiest part of one of Europe’s biggest airports, we built a table you couldn’t miss. It was there during Christmas, giving every traveller that day the opportunity to use it and bond with fellow travellers. The table was decked with a Christmas dinner, towered 4.5 meters high, and was surrounded by 20 stools. Every time a person sat down on a stool, the table was lowered a bit, inviting strangers to work together. When the table had been lowered, 20 strangers bonded over a Christmas dinner. The people participating were real travellers, many of whom even stood in line to wait for their seat. A compilation of the day’s best moments was shared via KLM’s social channels just before Christmas. We concentrated all our PR efforts in a single week around C