Wohin mit dem Freiheitsdrang?

When global travel slowed down, the idea of freedom began to change. Distance felt uncertain. Proximity gained new meaning. The campaign responded by rethinking tourism under new conditions and focusing on what truly mattered. Not escape, but closeness. Not distance, but reachability. With a clear regional mindset, South Tyrol was positioned as a destination within easy reach, offering nature, space and reassurance at a time defined by uncertainty. The insight was simple and human. The desire for freedom did not disappear, it moved closer. Guided by the question Where to put the desire for freedom, the campaign translated emotion into orientation. Mobile and digital out of home placements visualized travel time and proximity, turning distance into confidence. South Tyrol was not framed as an alternative. It became a new understanding of freedom.