Lufthansa Celebrates 100 Years—With a Journey Through Its Advertising History
100 Years of Lufthansa – Told Through Iconic Advertising
15.01.2026
Serviceplan’s new anniversary campaign brings iconic moments to life—and invites a new generation to say, “Yes. To what’s next.”
Frankfurt / Munich, January 15, 2026 Lufthansa kicks off its 100th anniversary with a visually striking campaign, developed in collaboration with its lead agency, Serviceplan. The campaign takes us on a journey through a century of aviation history and brand communication.
Instead of a traditional retrospective, Serviceplan has chosen to portray Lufthansa’s history as an emotional journey through the decades. Historical illustrations, period-specific expressions, fashion, and aircraft models are juxtaposed with contemporary motifs and modern images of Lufthansa. The result is a vibrant panorama of the past, present, and future—one that brings the brand to life across generational boundaries.
The goal is to capture the spirit of each era while highlighting the shared heritage that ties together Lufthansa’s century-long journey.
“100 years of Lufthansa is, above all, a story about people—employees and travelers who, across generations, have chosen to trust us,” says Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa.
“With this campaign, we want to celebrate our shared journey, encapsulated in the message: ‘Yes. To what’s next.’”
The visual style draws inspiration from Lufthansa’s historical advertising archive and is combined with new illustrations by Darya Semenova and Mason London, who interpret the concept of travel from a contemporary perspective. The campaign deliberately departs from traditional headlines and instead places the anniversary symbol at the center, accompanied by the understated phrase: “A century since takeoff.”
The campaign is launching on select OOH surfaces, including at the airports in Munich, Frankfurt, and Berlin. Large-scale murals are planned in Munich, Frankfurt, and Hamburg. At Munich Airport, high-visibility formats such as the SAT Tower and the P90 surface are also being used to give the campaign maximum visibility.
“It’s an honor to accompany Lufthansa through such a significant moment in the brand’s history,” says Till Diestel, Chief Creative Officer at Serviceplan Germany. “The campaign is a visual journey through time that both honors the legacy and looks toward the future.”
The campaign runs through April 5, with more activations planned throughout the anniversary year.
