Unhashtag Vienna - See Klimt. Not #Klimt

Campaign idea

Instead of enjoying artworks or sights many visitors to Vienna just try to capture the perfect photo to share on social media. We challenged the visitors’ attitude right where their use of social media became most obvious: in front of one of the world’s most treasured paintings – Gustav Klimt’s masterpiece “The Kiss”. We placed a big red hashtag – the key visual of our ‘Unhashtag Vienna” campaign right over it. The installation lasted for three days and caused an outrage among art lovers worldwide while it was spread through influencers and our owned media channels during and after the event.

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: Tischlerei J. Pucher
Web address: https://unhashtag.vienna.info
Executive creative director: Edmund Hochleitner
Creative director: Edmund Hochleitner, Bernd Wilfinger
Art director: Judith Kroisleitner
Copywriter: Leopold Kreczy
Designer: DTP: Wolfgang Brandstätter, René Vogelmann
Account director (agency): Katja Oswald-Steinbauer, Stefan Graf
Client account director: Markus Mazuran
Managing director: Markus Mazuran
Photographer: Paul Bauer Photo
Film production: Slash Creative Studio
Director: Alexander Haberfellner (Slash)
Director of photography: Alexander Haberfellner (Slash)
Post production: Slash Creative Studio
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