Grimm's Quest
Winner
Excellent Brands
Tourism and Gastronomy
Details
Grimm’s Quest brings the German Fairytale Route to life in a browser-based, mobile-optimised game. Gamified storytelling takes international travellers to places that inspired the fairytales – no need to download an app. 3D figures guide players though the game along an illustrated map, accompanying them in enchanting mini-games and providing travel tips. A platform-specific social-media campaign accompanies Grimm’s Quest. Multilingualism and cross-media touchpoints provide consistent, easy access to the Route. Grimm’s Quest blends innovation and tradition, positioning the Route in the digital sphere as an exciting travel destination.
The Jury‘s Statement
Making traditional travel themes digitally accessible without flattening their cultural substance is a demanding task. Deutsche Zentrale für Tourismus addresses it with "Grimm's Quest" through a low-threshold, browser-based approach that meaningfully combines storytelling, orientation and interaction. The 3D papercraft aesthetic gives the theme a distinctive form, while multilingualism and platform-appropriate deployment connect international reach with consistent user guidance. This results in a contemporary staging of the Fairy Tale Route that turns tourist information into a distinctive brand experience.
