Workation
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
As part of the pitch "Stay a little bit longer" 2023 by AV Copenhagen, 5 short films were shot in Germany in cooperation with a marketing agency on the topic of workation (the combination of work and vacation). DE offers ideal opportunities for the concept of a workcation and thus longer stays: -Workcation is possible all year round and DE offers a wide variety of choice -DE offers special and sustainable experiences, which can be experienced through longer stays.
The Jury‘s Statement
The "Workation" project of the German National Tourist Board has produced an impressive digital campaign that captures the fusion of work and vacation in a single experience. With a creative focus that stages the moment of laptop closing as a transition to vacation mode, the campaign appeals to a broad target group looking for flexible working models in inspiring environments. The selection and successful use of various digital channels for targeted addressing and integration of the audience stands out in particular. This campaign convinces by reconciling the needs of the modern working world with the desire for relaxation and adventure.
