Unrating Vienna

Creative idea

For our international campaign we emblazoned the worst – and often weirdest – real user reviews found on the web’s most prominent rating platforms over imagery of perfect moments and memorable experiences in Vienna to help visualize the absurdity of the ratings mania. The outdoor campaign was rolled out in 5 European countries. Digital ads were displayed in places ruled by ratings – on popular online platforms such as TripAdvisor or Amazon, taking on the “rating giants” on their own territory. In Vienna, one of the world’s leading art galleries had its most absurd ratings projected onto its facade for everyone to see.

Brand name: Vienna Tourist Board
Advertiser / client: Vienna Tourist Board
Product / service: Travel Destination Vienna
Campaign name: Unrating Vienna
Agency network: SERVICEPLAN
Agency: WIEN NORD Serviceplan, Vienna
Additional company: Bacon & Bold (Vienna), Lichttapete, PANI Projection and Lighting, Havas (Vienna), Media.at, Apart
Web address: https://unrating.wien.info/en-us
Executive creative director: Edmund Hochleitner (WIEN NORD Serviceplan)
Creative director: Christian Hellinger, Bernd Wilfinger (WIEN NORD Serviceplan)
Art director: Christina Hosiner, Judith Kroisleitner (WIEN NORD Serviceplan)
Copywriter: Leopold Kreczy, Josephine Gasser (WIEN NORD Serviceplan)
Account director (agency): Markus Mazuran, Stefan Graf, Carina Stölzle, Katja Oswald-Steinbauer (WIEN NORD Serviceplan)
Client account director: Claudia Wieland, Lukas Merl, Ann-Kathrin Hitz (Vienna Tourist Board)
Photographer: Paul Bauer (Paul Bauer Photo), Peter Rigaud (Peter Rigaud)
Post production: René Vogelmann, Wolfgang Brandstätter, Stefan Löffler (Final Artwork, WIEN NORD Serviceplan)
Additional company: Tom Strobl (Tom Strobl, Developement), Thomas Hitthaler (Thomas Hitthaler, Installations)