In a time when vacation typically means traveling to exotic destinations far from Europe, the people of Munich often overlook the idea of vacationing closer to home. The campaign ‚Heimat neu entdecken‘ plays with the viewer’s associations and aims to show that the good things are right around us: At first glance, one might assume it’s a campaign for exotic vacation spots. However, upon closer inspection, Bavarian destinations from the Zugspitze region such as Eibsee or Partnachklamm become apparent.

  • Project details

    Client: Zugspitzregion
    Agency: Mary-e
    Idea & Art direction: Stephanie Wallner, Annika Mittelmeier, Jan Seewald