Vienna Tourist Board Wins Multiple Awards
Award Overview 2024
The Vienna Tourist Board won a total of 22 awards and distinctions in 2024. Seven prizes were secured at the Creativ Club Austria (CCA) Awards alone, and five at the iab WebAD awards show – including Platinum in the Best in Show category for its “Hungry for More Vienna” YouTube series. And with 15 from 22 awards to its credit, the “Will it Schnitzel?” TikTok series featuring star chef Lukas Mraz clearly leads the Vienna Tourist Board’s award tally.
Will it Schnitzel?
A series of 10 videos was created starring Viennese Michelin-starred chef Lukas Mraz, with the sole aim of answering one question: “Will it Schnitzel?” From slices of Sachertorte to a bottle of red wine or even a Mühlbauer hat – Mraz put an eclectic selection of authentic Viennese originals into the deep fryer. To cap off this extraordinary video series, which was showcased on the Vienna Tourist Board’s TikTok channel, he breaded various suggestions from the comment section – such as a Wurstsemmel roll. “Will it Schnitzel?” generated a total of 8.2 million impressions. The social media campaign picked up 15 awards: a platinum, two golds, and a silver at the WebAD awards show, four bronze awards at the CCA Awards, bronze and silver at the Art Directors Club Germany (ADC) awards, and bronzes at the Spotlight Award, Klappe Award, and London International Awards (LIA). It also won two Merit Awards at The One Show Awards in New York.
Credits:
WienTourismus: Claudia Wieland, Lukas Merl, Patricia Deubner, Elisabeth Breuer, Annika Schordie
Jung von Matt DONAU: Michael Nagy, Doris Steiner, Andreas Kadenbach, Kristina Miac, Theresa Scherrer
Media Agency: Jennifer Moth
Camera/Cutter: Alexander Gugitscher
Michelin Cook & Performer: Lukas Mraz
Hungry for More Vienna
Vienna is a culinary hotspot, offering premium quality to suit every budget. In its “Hungry for More Vienna” YouTube series featuring star chef Lukas Mraz, the Vienna Tourist Board highlights the city’s culinary diversity. Mraz tested the capital’s best spots for breaded and deep-fried dishes, embarked on a strudel tour, and generally explored Vienna’s amazing street food scene. A culinary journey along the Alte Donau, as well as two episodes dedicated to vegetarian and vegan Vienna, were also among the highlights. The video series received Bronze in the Branded Content & Entertainment category at the CCA Awards.
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Video with chef Lukas Mraz about Vienna’s vegetarian food scene
Credits:
WienTourismus: Krystian Niemczycki, Patrick Hilz, Bianca Krutzler, Hermann Höger, Teresa Schuckert
weareunit: Alex Haberfellner, Sascha Köllnreitner, Berhard Popovic, Thomas Scharf, Frank Maria, Michael Grill, Stefan Olivier, Florian Zettel, Yasmin Pirouzi
UnArtificial Arts
In its “UnArtificial Art” campaign, the Vienna Tourist Board took the digital hype surrounding artificial intelligence as its cue to draw attention to works of art by Klimt and Schiele – the two most famous painters of Viennese Modernism. The core campaign images – created using AI – delivered a self-deprecating, fresh take on The Kiss (Klimt) and Self-Portrait with Physalis (Schiele) that referenced the omnipresent internet culture of cat-related content. “See the art behind AI Art in Vienna” was the city’s message, emphasizing that art created by artificial intelligence always draws on existing art. UnArtificial Art was designed to inspire people to pay a visit to the real Vienna, where the original works of the two artists are on display. The campaign received Bronze in the “Integrated Campaign” category at the CCA Awards.
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Interview mit Kunstexperte Markus Hübl über AI Art
Credits
Strategie/Botschaft: Jung von Matt DONAU
Kreative Umsetzung: WienTourismus
Kreativkonzept: Jung von Matt DONAU & WienTourismus
Videoproduktion: dockyard
Microdose Vienna
“Microdosing” is the term that describes the use of pharmacological substances in minimal quantities to enhance creativity, focus, and feelings of happiness. As a legal alternative to consuming actual drugs, the Vienna Tourist Board – in a collaboration with Vienna’s Saint Charles Pharmacy – developed half a dozen different tablets that captured the essence of six hand-picked Vienna moments. Key ingredients included the sweat of a Lipizzaner stallion from the Spanish Riding School, sound waves from a Vienna Symphony Orchestra concert, dust particles from Gustav Klimt’s portrait of Emilie Flöge, tartaric acid from the Mayer am Pfarrplatz wine tavern’s Gemischter Satz, steel particles from the Giant Ferris Wheel, and the spirit from Sigmund Freud’s recently discovered private safe. The campaign challenged the audience via social media and video to “Take a Trip to Vienna” – for a different kind of mind-expanding experience. The campaign received Gold in the “Direct Mail & Trans Promo” category at the Golden Pixel Awards.
Credits:
WienTourismus: Claudia Wieland, Lukas Merl, Sandra Tiller, Elisabeth Breuer, Hermann Höger, Patrick Hilz, Helena Steinhart
Jung von Matt DONAU: Daniel Schaefer, Szymon Rose, Michael Nagy, Andreas Kadenbach, Stefan Bauernberger, Theresa Scherrer, Simon Herret, Lisa Gärtner, Alicia Rocki
Partner: Saint Charles Apotheke
MXR Productions GmbH: Hannes Fuchshofer, Veit Schüle, Pascal Hein, Jakob Heindl, Dominik Biely, Stefan Schweiger, Christopher Macher, Stefan Schweiger, Lisa-Maria Stritzinger, Paul Pontasch, Luzia Flotzinger
Musik: Niklas Herret
Soundmix & Sounddesign: Mauricio Duda
dentsu (Mediaagentur Online): Jennifer Moth
Much Bahö About Nothing?
In the Vienna Tourist Board’s podcast “BAHÖ”, two Viennese originals debate “their” Vienna in each episode. The protagonists also step out of their own bubbles to immerse themselves in contrasting worlds. In total, there are two seasons with five episodes each, featuring, among others, Loos Bar manager Marianne Kohn and former Albertina director Klaus Albrecht Schröder; Dompfarrer Toni Faber from St. Stephen’s Cathedral and scientist Martin Moder; and Prater Association President Silvia Lang and great-grandson of the Emperor Ferdinand Habsburg. The podcast was awarded the Salzburg State Prize in the “Radio & Audio” category.
More about “BAHÖ”: BAHÖ: Der neue Podcast für Wien - wien.info
Credits:
WienTourismus: Tobias Schreiber, Maria Schaller, Florian Schmid, Patrick Hilz, Hermann Höger, Julissa Iraschek
Beteiligte Agenturen: Raven and Finch, Jung von Matt
Foto / Video: Patrick Langwallner, David Wedenig
LIST
Name | Category | Prize | Project |
WebAD | Best in Show | Platinum | Will it Schnitzel? |
WebAD | Best Video Ad Creativity | Gold | Will it Schnitzel? |
WebAD | Best international campaign | Gold | Will it Schnitzel? |
WebAD | Best Social Media Concept | Silver | Will it Schnitzel? |
WebAD | Best International Campaign | Gold | Vienna City Card x Scope3 |
ADC | Digital Experience – Web 2.0 – Social – Advertising | Bronze | Will it Schnitzel? |
ADC | Brand Building – Brand Communication – Mobile / Online Media Platform | Silver | Will it Schnitzel? |
CCA Award | Integrated Campaign | Bronze | UnArtificial Art |
CCA Award | Promotion & POS Experience | Bronze | Will it Schnitzel? |
CCA Award | Social Media | Bronze | Will it Schnitzel? |
CCA Award | Direct Marketing | Bronze | Will it Schnitzel? |
CCA Award | Online Video | Bronze | Will it Schnitzel? |
CCA Award | Branded Content & Entertainment | Bronze | Hungry for More Vienna |
CCA Award | Photography | Bronze | Heartbeat Streets |
Spotlight Award | Influencer | Bronze | Will it Schnitzel? |
Klappe | Social Media | Bronze | Will it Schnitzel? |
LIA | Digital – Travel & Leisure | Bronze | Will it Schnitzel? |
Digital Superhero | Client | Champions of the year | |
Golden Pixel Award | Direct Mail & Trans Promo | Gold | Microdose Vienna |
Salzburg State Prize | Radio & Audio | 1st place | BAHÖ |
The One Show Awards | Social Media - Use of Humor | Merit Award | Will it Schnitzel? |
The One Show Awards | Social Media – Influencer Marketing – Single Channel | Merit Award | Will it Schnitzel? |