Dein Glück ruft / Your happiness is calling
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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
Tourism communication often presents places as scenery. For Allgäu, silberstern instead develops brand work that turns an existing positioning into a viable narrative system. The film series treats the guiding motif of happiness seriously, aligns imagery, tonality and dramaturgy precisely with the defined travel occasions, and carries the campaign theme consistently across several digital touchpoints. What matters here is not the impact of individual pieces of content, but a clearly directed communication system that gives the region a distinctive emotional profile.
