Unhashtag Vienna - See Vienna. Not #Vienna

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