Case Study - Cultural Activation
Lufthansa - Rainbow Belts
Lufthansa’s seat belts, reimagined as bold pride-coloured fashion pieces, styled by influencers across Europe and shown at Fashion Weeks - turning a safety object into a visible symbol of welcome for LGBTQIA+ travelers.
Watch the full film
The challenge
82% of queer travelers report feeling unsafe while travelling. Lufthansa wanted to say something concrete about inclusion, not just post a rainbow logo for a month.
The idea
Take the one object every passenger touches on every flight - the seat belt - and turn it into a pride symbol worn on runways and streets, linking safety and belonging in a single image.
Eva’s contribution
Eva Povilauskaite contributed to the campaign as a Senior Art Director at Serviceplan, playing a leading creative role in the project. Her contribution included developing the concept, leading the campaign’s creative development, and developing the campaign film from the central idea through to execution.
Results & recognition
The activation generated 43.7M impressions and an 820% increase in reach on TikTok, with coverage in Vogue and Vanity Fair.
Publications
- - Vogue
- - Vanity Fair
- - Engage
Full production credits available on request.
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Campaign results
