2026
Crush Course
Austria
Client: Austria Tourism/Österreich Werbung
Produced by: Frames Network GmbH
Agency: Wien Nord Serviceplan
Category: Tourism Products
Entry Type: Promotional Video
Synopsis
Based on a study that identified skiing as the most attractive holiday motif on dating apps, 'Crush Course' builds on this. Taking inspiration from the aesthetics of dating platforms, this content series shows why skiing is more than just a sport — it's a lifestyle that works: more swipes, more self-confidence and more fun in the snow. Two friends take beginners and those returning to the sport onto the slopes, sharing charming tips on equipment, taking the perfect ski photo and funny moments.
Goals of the film
The campaign “Crush Course” aims to rekindle enthusiasm for skiing and break down the barriers that prevent beginners and returning skiers from enjoying the sport.The series portrays skiing as a positive and fun experience that builds self-confidence.Through humorous storytelling winter sports are presented as an accessible, stylish and emotionally charged lifestyle.At the same time, the series conveys the fact that it is particularly easy to get started in Austria thanks to good infrastructure.
Target Group
This content series is aimed at teenagers/young adults who are either beginners or returning to skiing. They are looking for fun experiences that can easily be integrated into their lifestyle. Performance and perfection are not their main focus. Social media is a source of inspiration and a decision-making aid for them. The campaign appeals to them precisely where curiosity, uncertainty and a desire for something new converge. It shows them that skiing is not elitist, but absolutely their thing.