Unhashtag Vienna - See Vienna. Not #Vienna

Entry code: C22005GD19Agency: WIEN NORD + NOW (Vienna)Advertiser / client: Vienna Tourist Board
Group: C OOH (Out of home), C22 Transport, travel & tourism

Creative idea

With ‘Unhashtag Vienna’ the Vienna Tourist Board launched an initiative to encourage visitors to not only see the city and its highlights through the lens of a smartphone camera. The big red hashtag – the visual key element of our campaign – became its disruptive symbol by ‘disturbing’ otherwise perfect vacation moments. With Out-of-home flights in Germany and the UK as well as in New York City and Silicon Valley the polarizing campaign was taken exactly to the places where sharing, posting an hashtagging originated from – right on the doorstep of the world’s largest IT giants and opinion leaders.

  • Brand name: Vienna
  • Advertiser / client: Vienna Tourist Board
  • Product / service: Vienna
  • Campaign name: Unhashtag Vienna
  • Agency network: INDEPENDENT AGENCY
  • Agency: WIEN NORD + NOW (Vienna)
  • Additional company: Austrian National Tourist Office, Bacon & Bold, Tischlerei J. Pucher
  • Production company: apart (Elli Schindler)
  • Web address: https://unhashtag.vienna.info
  • Executive creative director: Edmund Hochleitner
  • Creative director: Edmund Hochleitner, Bernd Wilfinger, Christian Hellinger
  • Art director: Judith Kroisleitner, Christina Hosiner
  • Copywriter: Leopold Kreczy, Josephine Gasser
  • Designer: DTP: Wolfgang Brandstätter, René Vogelmann, Cosmin Lupu, Georg Straka
  • Account director (agency): Katja Oswald-Steinbauer, Stefan Graf, Carina Stölzle
  • Client account director: Markus Mazuran
  • Managing director: Markus Mazuran
  • Photographer: Paul Bauer Photo
  • Film production: Slash Creative Studio, MXR Productions
  • Director: Alexander Haberfellner (Slash)
  • Director of photography: Alexander Haberfellner (Slash)
  • Post production: Slash Creative Studio, MXR Productions
  • Post production producer: Thomas Scharf
  • Event production: Vienna Tourist Board
  • Additional company: Director Brand Management & B2C Marketing (Client): Claudia Wieland Team Manager B2C Marketing (Client): Lukas Merl Integrated Campaign Manager/Project Lead (Client): Ann-Kathrin Hitz Brand Management (Client): Patrick Hilz, Julia Forst