According to the American Psychological Association 45% of people are feeling the burn of modern life. But, with the help of BBDO Berlin and sister agency Zavod BBDO/Event Masters, Tallinn, the Estonian Tourism Board is offering help.
“Let Estonia’s pure nature relieve your stress,” the campaign states.
The two agencies want people to know that Estonia is the ideal region to take a vacation in the calm of nature and leave their everyday cares behind.
To do that, they found the perfect Estonian ambassador and appointed him Stress Buster. The Stress Buster then went on the hunt for stressed out individuals in London, Stockholm, Oslo and Berlin, identifying them using facial recognition – where the recognition part was analysing people’s faces for anger, happiness, sadness and surprise.
Anyone who scored as highly stressed was presented with the sounds of Estonian nature. The really tough ones were lured with a replica of Estonian nature – a pop-up forest.
The lucky ones who responded were then surprised with a vacation trip inclusive of air travel and accommodation so that they could experience Estonia’s natural surroundings and liberate themselves from the stresses and strains of daily life.
“Many people have come to accept stress as part of their everyday lives. But it doesn’t have to be that way. With the Estonian Stress Buster, we’ve come up with an effective antidote,” explained Franzis Heusel, managing director at BBDO Berlin.
“The Stress Buster is the perfect Estonian brand ambassador. He combines a love of nature with high tech. And in doing so, he embodies Estonia’s positioning and image in an ideal way,” added Marek Reinaas, chief creative officer at Zavod BBDO.
The video is being shown on YouTube as a pre-roll ad in Germany, the UK, Norway and Sweden as well as on the website of the Estonian Tourist Board.
Creative agencies: BBDO Berlin & Zavod BBDO
Executive creative director: Mirko Stolz
Managing directors: Franzis Heusel (BBDO Berlin) & Tauno Loodus (Zavod BBDO)
Creative: Marek Reinaas (Zavod BBDO)
Junior copywriter: Lukas Rossmanith
Junior art director: Alexandra Seidl
Client service director: Mark Andree
Client: Estonian Tourist Board
Head of marketing: Ott Sarapuu (Tourism)
Campaign manager: Rasmus Vaino (International)