The Great Escape
Wood Pencil / Branding / Brand Experience & Environments / 2016
The Graubünden tourism board needs more tourists – even though this peaceful place in Switzerland is only two hours away from the bustling centre of Zurich.
The idea: A mountaineer from Graubünden speaks directly to passers-by via a live billboard at Zurich Main Station. He invites them to take a spontaneous trip to the mountains, gives them free train tickets and they later feature on the billboard themselves. 30 people took a trip 20,000 people saw the promotion live 11 million views on YouTube, Facebook and news websites. 80 million people became aware of the promotion through the media.
-
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
-
-
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.