"MISSION BAYERN – Reine Geschmackssache"
Winner
Excellence in Brand Strategy and Creation
Brand Experience of the Year
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 brands face the task of not merely showing places, but turning them into a distinct narrative. Bayern Tourismus Marketing addresses this with "MISSION BAYERN – Reine Geschmackssache" ("MISSION BAVARIA – Purely a Matter of Taste"), a format that closely links entertainment, decision-making and landscape experience. The reduced camp setting, the challenges and the many choices create a dramaturgy in which Bavarian cultural landscapes do not remain a backdrop, but shape the course of events. This creates a brand-led approach that brings together attitude and travel experience in a credible way.
