"MISSION BAYERN – Reine Geschmackssache"
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Credits
Company / Customer
Details
An entertaining YouTube series as part of the campaign “Urlaub in Bayern – Reine Geschmackssache” (Holiday in Bavaria – A Matter of Taste), in which eight creators set up camp in two locations in Bavaria and from there take on various challenges in typical Bavarian cultural landscapes. The camps themselves are already a challenge due to the very minimal living conditions. By completing the challenges, they can earn comforts that make their everyday camp life more enjoyable. Along the way, they are repeatedly faced with many choices. In the end, it’s simply a matter of taste.
The Jury‘s Statement
Tourism communication often stops at scenery and recommendations. With "MISSION BAYERN – Reine Geschmackssache" ("MISSION BAVARIA – Purely a Matter of Taste"), Bayern Tourismus Marketing takes a different approach: the brand anchors Bavaria in a serial YouTube format that conveys landscape, culture and personal preferences through challenges, decisions and group dynamics. The reduced camp setting creates a clear dramaturgy that allows creators not merely to appear, but to reveal attitude. From the interplay of entertainment, freedom of choice and place emerges a brand image that creates closeness through experience rather than assertion.
