2026
Austria
Client: Kärnten Werbung Marketing & Innovationsmanagement GmbH
Produced by: Monte Nero Productions GmbH
Agency: Stoff Agency GmbH
Category: Region Promotion
Entry Type: Video Ad / TV Commercial
The ‘Kärntner Originale’ campaign puts real people and their stories at the centre. It shows Carinthia as it really is – authentic, full of joie de vivre, and a delight to experience. At a time when AI and digital staging dominate everyday life, it sends a strong message of originality and emotional connection. Under the motto “Rediscover yourself, your true self”, Carinthia invites you to explore the region – and to rediscover yourself, or even to discover yourself anew.
The Carinthian Originals were born out of a desire to reveal the true soul of Carinthia – beyond the glossy facades and clichés. Instead of picture-postcard scenes, the focus is on real people: individuals with a history, character and passion. Today’s travellers seek encounters and stories, not staged scenes. Thus, the campaign presents Carinthia through the eyes of its people – the region as a quiet stage that brings its authenticity and uniqueness to life.
Target group: Visitors that come to Carinthia, with a focus on the Sinus Milieus ‘Post-material’ and ‘Adaptive-pragmatic’ segments