2026
Ötztal moves you ... again!
Austria
Client: Ötztal Tourismus
Produced by: ueberall. GmbH
Agency:
Category: Region Promotion
Entry Type: Promotional Video
Synopsis
After 5,300 years in the ice, Ötzi has a lot of catching up to do! We deliberately stage his return as a mockumentary to stand out from the typical glossy tourism aesthetic. The clumsy anti-hero embodies the slogan 'Ötztal moves you… again' in a double sense: he is physically reactivated, yet also deeply emotionally moved by authentic experiences. A humorous proof that no matter how long you’ve been 'frozen,' Ötztal revitalizes both body and mind.
Goals of the film
The Starting Point: Breaking through Alpine interchangeability! The brief for the Winter 25/26 & Summer 26 campaigns was clearly defined yet challenging: Develop a core concept that disrupts the standard visual conventions of tourism advertising. In a market environment where potential guests are inundated with perfect high-gloss images and 'interchangeable mountain idylls,' the goal was to position Ötztal as loud, bold, and impossible to ignore.
Target Group
Potential Ötztal visitors of all ages to be engaged through humor and storytelling rather than the mere presentation of facts (mockumentary). The film targets an audience that values authenticity and is willing to laugh at themselves (and the quirks of Alpine tourism). Through the likable protagonist Ötzi, barriers are lowered and an emotional connection to the destination is established before rational booking interest sets in.