KLM, the Royal Dutch Airline, wanted people all over the world to connect the brand back to its Dutch heritage and feel part of the brand.
We launched a campaign called Tile & Inspire, where people could transform their profile picture into a slice of Dutch tradition: a Delft blue tile.
In less than three weeks, more than 120.000 tiles were made. We selected the 4.000 most inspirational ones and put them on a real KLM plane, which flew around the world for almost a year.
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