![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/db4cd9ea-bbfd-4f59-96e5-b8a2c4993928_rw_1920.png?h=1b4b8e3938897d628265e74db408199e)
What exactly makes a brand? This animation for German airline Lufthansa takes a look at the mechanics of branding and its benefits in today's competitive market places.
The original animation was produced in German. This is the international version.
Agency: DennerleinBrands GmbH
Creative Director: Thomas Dennerlein
Producer: Verena Essner
Art Direction: Alex Beck
Storyboard, Design & Illustrations: Gregor Bonnet
Animation: Bastian J. Schiffer
Music & Sound Design: Ziggy Has Ardeur
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/fc64664f-f221-4967-90d1-b4d20524c6bb_rw_1920.png?h=e6fa695ea4b07a76b700bdb47a31fcb1)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/bc802422-5730-461c-a45d-a6da5ef45e1c_rw_1920.png?h=4e47593135cdd5a727924881bffd2330)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/5f665910-7387-4ac9-b797-501a08e545ff_rw_1920.png?h=b2e518e88afe65f7cb5ef5b12d8d837b)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/1178ef91-ec71-4983-b5fc-e40d5f57f99a_rw_1920.png?h=12807ff0cf726c4733dcdd2186cf0f95)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/7611ea00-9971-4e1b-a18f-3c9c7314a16f_rw_1920.png?h=e39255a90c2ecfd4225d02480372371b)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/07a01fc9-2cd0-4646-b68d-d55cc8a22e2b_rw_1920.png?h=36a084bd3ae43ccfc493aa0ceaa70fff)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/6bca6f82-d0c2-4b95-82db-a598178aaeea_rw_1920.png?h=0751229801f7697d6bf148c1f2b8bee5)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/147202f7-8889-4cf5-8d92-bc1c275aca39_rw_1920.png?h=b33c173ef17c34d14f84c086bce4e597)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/e9362353-39b5-4177-80ae-8041678bfca3_rw_1920.png?h=e1652b0c512fb98d6835c084190bc462)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/83211307-9ae2-43db-b58d-ba8ededb2c29_rw_1920.png?h=bde155a5302d2460885eaf1ea6e0f41c)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/865511dd-8e48-4739-a419-e068e2739a7d_rw_1920.png?h=1fadce754e0924ba4fba48519adbb6bf)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/50e9223e-f0f4-4ac1-bb51-c09e78048dad_rw_1920.png?h=0a52447e370bf746d1e2ac6f768cbd3e)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/405da467-5081-4e8e-b435-caef299cef94_rw_1920.png?h=8f0860cc5e9de5586b4c0971f59a15f6)
![](https://cdn.myportfolio.com/1c60e7df-1d74-4802-9726-4fb30b34c499/94c443e0-d1eb-486d-93c6-5e31d5763198_rw_1920.png?h=ad242f836ccc16c6365b702b25314156)