2026
Switzerland
Client: The Sion Tourism Office
Produced by: Arcanel Studio
Agency: L'Agence Pi
Category: City Promotion
Entry Type: Video Ad / TV Commercial
Developed for the Sion Tourism Office with the Agency Pi (strategy & concept) and Arcanel Studio (art direction & production), the project establishes “The Fifth Season” as a long-term brand platform. Shot over a full year, the film captures all four seasons to reveal a symbolic fifth — the one each visitor creates. Deployed across cinemas, DOOH, airports, stations and digital platforms, it positions Sion as a unique gateway between valley and mountains.
To highlight Sion’s unique position between plain and mountains and establish “The Fifth Season” as a sustainable, long-term brand concept. The brief called for an emotional and poetic narrative capable of elevating the city’s image, strengthening local pride among Valais residents, and expanding visibility beyond the canton—particularly in German-speaking Switzerland—while showcasing the wide range of activities accessible throughout all seasons.
The Fifth Season targets audiences beyond the canton of Valais, positioning Sion as a central Alpine destination and encouraging visitors to stay in the city. Framed as the link between valley and mountain, Sion becomes a year-round gateway to diverse regional activities. Distributed in cinemas, online, and in airports, the film reaches culturally curious travelers and international explorers alike.