Case Study - OOH / AI-Assisted Campaign
Lufthansa - Why Wait?
Timed to Gamescom in Cologne, this OOH campaign turned in-game locations into real Lufthansa destinations - AI-generated visuals styled after soon-to-be-released video games, paired with one cheeky line: why wait for the game? Fly to these places now.
Watch the full film
The challenge
Reach a gaming audience at the exact moment and place they gather, with a message about travel that doesn’t feel bolted onto the event.
The idea
Borrow the visual language of upcoming games and place it across Cologne - the airport, the city centre, and a truck circling the venue - turning the gap between game world and real destination into the entire joke and the entire pitch.
Eva’s contribution
Eva Povilauskaite led the project as Senior Art Director at Serviceplan, overseeing the creative development and art direction of the campaign from concept through to execution.
Results & recognition
“Why Wait?” was positively embraced by the gaming community - an audience notoriously resistant to traditional advertising. By speaking the visual language of gaming culture rather than interrupting it with conventional brand messaging, the campaign generated organic engagement and positive reactions from gamers. For Lufthansa, the campaign demonstrated how a major travel brand could enter gaming culture in a way that felt relevant, entertaining and native to the community.
Full production credits available on request.
More from this project
Case board
At the airport
GTA-styled visual
The truck, on the move