Vienna Tourist Board

The "Kiss" Campaign

In 2018, Vienna Tourist Board built their communication on the theme of Viennese Modernism. In Asia, the campaign played with Gustav Klimt’s painting “Kiss”, the most famous artwork of Viennese modernism.

Our task was to build a connection between Klimt’s painting and Chinese travellers, to generate interest in Vienna’s heritage.

In the Chinese village of Dafen, five million replicas are produced annually, mostly from well-known masterpieces. What if there was a Klimt specialist in Dafen?

We identified Mr. Xiu Chun Gan, a replica artist specialised in Klimt paintings, and invited him to Vienna, where he immersed himself into the world of Gustav Klimt and created a replica in front of Klimt’s best-known painting “Kiss. T

To create an emotional story about a Chinese replica artist walking in Klimt’s footsteps, we partnered with Linfang, a famous lifestyle influencer, who developed several videos about Xiu Chun’s journey and his discovery of Klimt.

Linfang also had the opportunity to visit Vienna and created additional content on Vienna’s scenic attractions, and culinary specialties.

The content generated was posted on major video platforms and promoted via Weibo, Wechat, and travel blog. Linfang also developed a long documentary that was made available on inflight program of Air China during three months.

“Winner Greater China Campaign of the Year at the SABRE Awards Asia-Pacific 2019”