Unhashtag Vienna - See Klimt. Not #Klimt

Campaign idea

Gustav Klimt’s masterpiece “The Kiss” at the Viennese Belvedere attracts vast amounts of tourists every year. Instead of enjoying the world-famous painting the majority of visitors just tries to capture the perfect photo to share on social media. We placed an oversized red hashtag – the key visual of our “Unhashtag Vienna” campaign – over the painting in order to let people rethink their behaviour while experiencing unique sights and discovering a city. National and international media companies picked up the discussion on the excessive use of smartphones and social media while traveling and spread the message throughout their various media outlets.

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