CHALLENGE
Turbulence causes anxiety for many passengers. The challenge was to help passengers manage their fear by shifting their attention away from turbulence through a simple, engaging activity.

IDEA
Instead of fearing the movement of the plane, passengers are challenged to connect the dots and stay within the lines. Turbulence makes the task harder, turning an uncomfortable experience into a playful challenge where passengers try to beat the turbulence.

EXECUTION
KLM introduced the Beat the Turbulence Game in its in-flight magazine. Passengers were invited to connect dots forming familiar objects, such as cars, houses, and airplanes, without crossing the borders. During turbulence, the plane's movements made it harder to stay within the lines, encouraging passengers to focus on completing the challenge rather than their fear.

BRAND: KLM
MEDIUM: In-flight Magazine / Airport Exhibition
CATEGORY: Self-Initiated / Brand Experience