Every now and then a tourist campaign breaks through the genre’s clutter of same-same campaigns. Often, it has been a Vienna Tourist Board campaign. Its newest is no exception. Jung von Matt Donau has condensed Vienna into 6 micro-doses (yes, real physical tablets.)
Vienna is known for its opulent architecture, artistic and musical excellence, its illustrious history, outstanding culinary creations and remarkable thinkers. The city of Vienna is so abundant that for some, it can almost feel overwhelming. So the Vienna Tourist Board and Jung von Matt Donau have created a novel way to prepare yourself for the full experience: microdose vienna. Six unique Viennese experiences were condensed into six digestible micro-dose tablets.
The fun campaign plays on the fashionable practice of micro-dosing. Vienna’s renowned pharmacy Saint Charles Apothecary created the micro-doses, each containing an ingredient directly sourced from a prestigious Viennese institution – Gustav Klimt’s iconic art, the city’s best vineyards, the esteemed Wiener Symphoniker, the Giant Ferris Wheel – the oldest of its kind – Sigmund Freud and the regal Spanish Riding School.
“The greatest challenge lay in turning a real experience into the form of a tablet. Here, the focus wasn’t on adding a mind-altering substance, but rather on ensuring that each individual pill, to a microscopic degree, truly contained these special experiences. After several proto-types, that’s precisely what we achieved,” stated Master of Pharmacy, Alexander Ehrmann, founder of Saint Charles Apothecary.
The micro-doses are:
Klimt’s Reflection: a pill that contains dust particles from Gustav Klimt’s Portrait of Emilie Flöge, extracted during the cleaning process.·
Lifting Spirit: a capsule that contains genuine tartaric acid crystals, a byproduct of the winemaking process, from Viennese field blend Wiener Gemischter Satz.·
Spinning the Wheel: a pill that contains pieces of a steel cable from Vienna’s iconic Giant Ferris wheel placed in ink, delicately applied.·
Viennese Vibrations: a capsule that contains captured pulses from a timpani played in an orchestral setting by the Wiener Symphoniker.·
Tune into Freud: a capsule that contains the abstract essence of Freud’s wisdom, absorbed during the time it spent in storage in Freud’s personal safe.·
Regal Strength: a capsule that contains the essence of Lipizzaner stallions’ sweat harvested after a training session at the Spanische Hofreitschule in Vienna.
Created in a limited edition of 380 sets, microdose vienna has been sent to selected media representatives and content creators from the USA and UK along with an invitation to finally take a trip to Vienna. The target audience in the USA and UK can also win sets through the official landing page.
Norbert Kettner, CEO of the Vienna Tourist Board commented, “We are thrilled to launch microdose vienna, a unique campaign that embodies Vienna’s innovative spirit and cultural richness. Through this initiative, we invite the global community to sample a taste of our city’s essence, aiming to create a meaningful connection with Vienna. We want to share a piece of our city’s soul in a novel way, proving that even a small dose of Vienna can be profoundly captivating. We look forward to welcoming visitors to explore the full beauty and depth of our city.”
Before taking “microdose vienna” it is important to notice that this product should preferably be consumed during introspective moments, at one’s own risk and by taking into account that it could stir one possible side-effect: A subtle longing for truly exceptional experiences only a real trip to Vienna could satisfy. microdose vienna is the result of a joint creative workshop between the Vienna Tourist Board and Jung von Matt DONAU. The aim of this innovative partnership is to develop extraordinary communication solutions that promote the Vienna brand and set new standards.
Credits:
Agency: Jung von Matt DONAU
Chief Creative Officer: Daniel Schaefer, Szymon Rose
Executive Creative Director: Michael Nagy
Creative Director: Andreas Kadenbach, Stefan Bauernberger
Senior Copywriter: Theresa Scherrer
Senior Art Director: Simon Herret
Senior Account Manager: Lisa Gärtner, Alicia Rocki
Client: Vienna Tourist Board
Director of Brand Management: Claudia Wieland
Deputy Director Brand Communication: Lukas Merl
Campaign Management: Sandra Tiller, Elisabeth Breuer
Partner: Saint Charles Apothecary
Video Production: MXR
