Short List
Category A07. Travel
Product/ServiceHOTEL ROOMS
Name Company Position
Dennis Lück Jung von Matt/Limmat Chief Creative Officer
Alain Eicher Jung von Matt/Limmat Creative Direction
Martin Schmidlin Jung von Matt/Limmat Texter
Lukas Frischknecht Jung von Matt/Limmat Art Director

Why is this work relevant for Direct?

The entire campaign is based on one single call to action: Don`t take pictures of Bergün. And this call to action was turned into a real law, enabled to the Swiss system of direct democracy.


The holiday region “Bergün”, located in the alpine canton of Graubünden, desperately needs more tourists. The task was to find a low budget solution that would make people aware of the charming mountain village.

Describe the creative idea

For the sake of those unable to be in Bergün themselves, the local municipal assembly issued a law banning photography in the village. No joke. A legally binding move, and one made from the heart.

Describe the strategy

There is a beautiful insight that lead to the idea: it is scientifically proven that when people take a look at holiday photos from others, e.g. on social media, they get unhappier when they can`t be in holidays themselves. So photos from Bergün must make people even unhappier because it is just so beautiful there. The consequence: ban photographs from Bergün.

Describe the execution

The wording of the law was sent to the press, and after just 24 hours, news of the ban had spread all over the world. Bergün used social media to further promote its campaign, and even NASA was requested to refrain from taking pictures. Bergün had been trending for a while. Google Image Search exploded. We banned photography, and now people all over the world searched desperately for photos of Bergün, discovering as they did so how beautiful the place really is. And this was the key – exactly how it was meant to happen.

List the results

After just three days some 1622 articles about the beauty of Bergün had accumulated. This resulted in a reach of 897.2 million contacts. And all with a media budget of zero. But earned media worth 9.1 million Swiss francs. Bookings for Bergün rose by 470%, all in all making the photography ban the most successful and efficient Swiss brand publicity stunt of all time.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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