Dein Glück ruft / Your happiness is calling
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
“Your Happiness Is Calling – Can You Hear It?” Under this campaign title, Allgäu GmbH developed a comprehensive “happiness concept” for the Allgäu tourism region. The task was to translate this concept into cinematic ideas and bring them to life, addressing themes such as resonance and mindfulness. The goal was not only to showcase Allgäu, but to make it emotionally tangible. The key visual and the “Eight Paths” were predefined. Our approach: A storytelling-driven concept with 8 Spots and one overarching campaign film, precisely tailored to the target audience.
The Jury‘s Statement
Where tourism communication often focuses on sights and activities, silberstern chooses a more brand-precise approach for Allgäu: the centre is not the offer, but a clearly defined attitude to life. "Dein Glück ruft" ("Your happiness is calling") integrates the region’s existing happiness concept cleanly into a digital narrative structure of campaign film and thematic short formats. The restrained visual language, deliberate pauses and the well-matched channel logic give the brand an emotional mode of address that does not merely illustrate, but conveys attitude.
