KLM x DDB (pitch)

How can KLM show that they are engaging with their customers?


KLM's Royal Dutch Airlines asked us to come up with a concept showing they are engaging with their customers. We introduced Baggage Buddies, a service which make optimal use of luggage weight by sharing the remaining kilograms.

- service / activation

- Creative Research
- Concepting


When arriving at the airport, there are always people who carry too much weight in their suitcase. And of course you don’t want to pay for those extra kilograms. But there are also people who have a half empty bag carry with them and are on the same flight. Introducing Baggage Buddies.



With Baggage Buddies, you can choose if you want to donate the extra kilograms to someone who packed too much. When there’s someone with too much weight in their baggage and accepts the donation, the suitcases will be put on the scale together.

The people in question won’t find out about each other until they arrive at their destination and pick up their luggage. Then, arriving at the conveyor they found out that their suitcases has become ‘buddies’. You can already imagine how that will work in a sweet little content video for KLM.

Note: Travellers who donate their luggage weight are rewarded with Air Miles, a good reason for anyone to travel a little lighter ;)


Gino Bodt 

Feel free to contact me if you want to know more about my projects or if you think I can be of value for your brand, company or organization.
+31(0)6 57 17 09 51
KVK: 75850079
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