Wirz Makes the Graubünden Vacation Campaign Unusually Subdued
Wrap up church bells, put felt slippers on horses, stick corks on woodpeckers’ beaks: For Graubünden Ferien, Wirz portrays the tranquility of Graubünden’s mountain villages through absurd exaggerations—and in doing so, captures the spirit of an era in which slowing down has become a sought-after travel destination.
More and more people are seeking peace, nature, and a slower pace during their vacations. The mountain villages of Graubünden embody exactly that: far from major tourist centers, they offer unspoiled beauty, authentic encounters, and space to breathe deeply. But how do you communicate something that appeals precisely because of its silence? This question was the starting point for the new Graubünden Ferien campaign, developed by the Wirz agency.
Making tranquility even more tranquil—the idea behind the Graubünden Ferien campaign
The creative solution lies in deliberate exaggeration: church bells wrapped in packaging, horses wearing felt slippers, or woodpeckers with corks in their beaks—the campaign doesn’t depict tranquility, but rather hypothetical efforts to make the mountain villages even quieter. The concept is based on a simple observation: silence is difficult to make visible. That’s why the campaign doesn’t show tranquility itself, but rather exaggerated measures that illustrate just how unnecessary any artificial staging would be.
The message is clear: The mountain villages of Graubünden don’t need any upgrades to offer a place of relaxation. The tranquility is already there—and it’s real.
From invisible to eye-catching
The absurd exaggerations grab attention and serve as a foil to a hectic, often overly noisy everyday life. The mountain villages of Graubünden are presented as a counterpoint: places that don’t need gimmicks to make an impression. The humorous tone makes the message accessible without detracting from the destination’s true quality.
The campaign will run starting in June via DOOH and selected online channels such as social media, display ads, native formats, and audio spots. «More would be possible. But it would probably be a bit over the top»—as the press release aptly puts it.
Responsible at Graubünden Ferien: Yves Luetolf (CMO/Deputy Director), Marc Held (Head of Campaigns), Flavia Gsell (Marketing & Media Manager), Sara Ragettli (Content & CRM Manager).
Responsible at Wirz Group: Caspar Heuss, Jannic Mascello, Yannick Schaller, Raphael Hirt, Josephine Jeanguenin, Laura Hüppi, Eva Bachmann, Suzana Kovacevic, Muharem Alagic, Jonathan Müller, Giovanni Bucca, Yussef Serrat, Günter Prächt, Corinne Räber, Oliver Fäss.
Responsible for production: DubDub (soundtrack).
Responsible for Media: Speed U Up.
