KLM rewards recliners in 'Flat or Not' campaign promoting new World Business Class

To celebrate the launch of its new World Business Class, designed by Hella Jongerius, KLM Royal Dutch Airlines worked with DDB & Tribal Amsterdam to create Flat or Not.

At KLM’s home base of Amsterdam Airport Schiphol the airline replaced an ordinary waiting seat with a seat that could transform into a fully-flat bed, much like the new seats on its new World Business Class.

When unsuspecting travellers sat down, the seat reclined, and those who dared to relax fully in the middle of the busy airport were rewarded for their sloth.

KLM filmed the reactions to the reclining seat on hidden cameras to create the Flat or Not online game where visitors can guess how travellers reacted in order to be in with the chance of winning two World Class Business tickets.

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