2026
Austria
Client: Tourismusverband Linz
Produced by: Fora Ultra 400
Agency:
Category: City Promotion
Entry Type: Video Ad / TV Commercial
At the core of “Expect the Unexpected,” in line with “Take a risk, visit Linz,” is a bold, playful exploration of risk and uncertainty. The video spot—blending real city scenes with surreal AI-generated elements like King Kong or mysterious creatures in the Danube—raises more questions than it answers, by design. This deliberate irritation sparks curiosity, challenges expectations, and invites audiences to discover Linz with an open, adventurous mindset.
The goal was to further amplify the rebranding of Linz Tourism, launched in March 2025 under the slogan “take a risk, visit Linz.” The campaign aimed to strengthen awareness of the message “expect the unexpected,” generate attention, and spark curiosity among potential visitors.
Style group: Open-minded, curious travelers who seek experiences beyond typical bucket lists. They are willing to explore the unknown, embrace the unexpected, and engage deeply with places, cultures, and moments that are not predefined but discovered along the way.