CHALLENGE
Turbulence causes anxiety for many passengers. The challenge was to help people relax during turbulence using a simple, proven, and non-intrusive method.

IDEA
When turbulence occurs, passengers are encouraged to draw. The movement of the plane causes imperfect lines and unintended mistakes, which become part of the artwork. Instead of fighting turbulence, the idea reframes it as a creative force. The randomness and lack of control that usually cause fear now produce something unique.

EXECUTION
KLM introduced blank Turbulence Drawing Pages in its in-flight magazine. During turbulence, passengers were invited to draw freely on the pages. The movement of the plane naturally affected the drawings, creating imperfect and unexpected lines. After the flight, selected drawings were collected and displayed in KLM-branded exhibitions at airports, showcasing artwork created during real turbulence by real passengers.

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