BKBB "Selbstloser Egoismus"
A large, integrated campaign for a regional ski resort in Austria.
Having a world-class ski slope, thermal baths, golf, hiking, mountain biking, gondollas, spas, dining and more, Bad Kleinkirchheim offers a much broader variety of entertainment options than its competitors. But they were suffering from perception problems and needed something new.
Most of the visitors come for the day and come in groups, so we created a new philosohy: Selbstloser Egoismus (Heightened Self-Interest). An eccentric local philosopher (Dr. Kleinkirchheim) created this philosophy after a complex thought-experiment in the thermal bath. The philosophy pushes you to stop the many selfless things you don't enjoy. Instead be a Selbstloser Egoist. Come to Bad Kleinkirchheim where you can do what you want, and be happy and let everyone else do the same. You bathe while they ski! Or eat while they bathe.
The campaign was launched with a tv spot and was quickly followed by theater spots, radio, online, social, print, outdoor, interactive posters, guerilla placements, stickers, enamel pins and more.