KLM Live Reply Campaign

For 12 hours, KLM got 140 volunteer crew members to respond in person to Tweets directed to their new live reply service by holding up letters in a Schiphol Airport hangar.

I’m sorry, I just think this is adorable. Maybe it’s just because I have a soft spot for the Dutch but I love all the swizzling around that goes into getting them in position - like they’re little kids lining up for school photos - and then how excited they are to wave at the camera.

Simple, yet effective.