The Burgenland Tourism Board’s 2022 campaign, “A Wine Advert without Any Wine!”, presents a unique brand proposition that emphasizes the distinctive character and cultural richness of Burgenland’s six renowned DAC wine regions without directly showcasing the wines themselves. Instead, the campaign conveys the essence and complexity of the region’s wines through the embodied performances of Austrian actor Nicholas Ofczarek, who personifies the wines’ individual characteristics—such as acidity, tannins, body, and sweetness—through nuanced, dialogue-free acting. By translating oenological qualities into human expressions, the campaign positions Burgenland’s wine culture as an experience defined by depth, authenticity, and local artistry that invites discovery beyond the typical sensory approach.
Strategically, the campaign leverages the insight that wine appreciation is more than taste; it is about narrative and identity tied to terroir and craftsmanship. Targeting culturally discerning leisure travelers and wine enthusiasts, the creative angle employs a narrative-driven, theatrical interpretation of wine’s personality traits, enhancing emotional engagement and memorability. By casting a respected theatre and television actor as the physical embodiment of the wines, the campaign taps into Austria’s cultural capital to elevate Burgenland’s wine tourism as both sophisticated and approachable. The choice to exclude actual wine visuals challenges conventional advertising norms, prompting the audience to engage intellectually and imaginatively with the brand. This approach aligns with the regional tourism goal of differentiating Burgenland as a destination where the wine’s unique heritage and character "only plays here," encouraging a deeper connection to place through storytelling.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because instead of showcasing the actual wine, famed actor Nicholas Ofczarek physically embodies the character traits of each Burgenland wine through expressive, symbolic acting (e.g., biting flint to symbolize terroir, acting out being “raw” or “velvety”). The wines’ distinctive qualities (acidity, tannins, body, etc.) are translated into exaggerated, human performances, metaphorically dramatizing their “benefits” and uniqueness. There’s no explicit storytelling arc or problem-solution; rather, product attributes (the wines’ characters) are strikingly personified for emotional and sensory impact.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Styria Tourism – Positioned as Austria’s green heart, Styria emphasizes its diverse wine regions combined with eco-tourism and culinary experiences, promoting sustainable, authentic vineyard visits. It differentiates through farm-to-table gastronomy and organic wine production, targeting environmentally conscious leisure travelers.
2. Wachau Valley Tourism – Focused on heritage and UNESCO World Heritage status, Wachau leverages its historic landscapes and prestigious Riesling wines, offering premium wine tasting experiences infused with cultural and architectural exploration, appealing to upscale travelers seeking tradition and elegance.
3. Lower Austria Tourism – Showcases a broad wine-growing region with varied white and red wines, emphasizing accessibility, family-friendly activities, and scenic river valley routes. It positions itself as a versatile, approachable destination blending wine culture with outdoor recreation.
4. South Tyrol Tourism – Unique for its Alpine-Mediterranean climate, it highlights the fusion of Italian and Austrian wine traditions, promoting high-altitude vineyards and exclusive varietals, combined with mountain tourism, gastronomy, and wellness, attracting gourmet and adventure travelers.
5. Burgenland Winery Collectives (e.g., DAC Burgenland Producers) – Positioned around regional authenticity and terroir-driven quality wines, these collectives unite local vintners to market Burgenland as a boutique, artisanal wine destination, emphasizing craftsmanship, limited editions, and a personalized visitor experience.
Q: What is A Wine Advert without Any Wine! about?
A: A Wine Advert without Any Wine! is a 2022 campaign created by Wien Nord Serviceplan and Now Serviceplan for the Burgenland Tourism Board, targeting the travel and leisure market in Austria. The campaign centers on acclaimed Austrian actor Nicholas Ofczarek, who serves as the new wine ambassador by embodying the personalities of six iconic wines from Burgenland’s DAC regions. Rather than showing the wines themselves, the campaign uses a series of six 17-second film clips, print ads, and social media content to translate the sensory qualities of the wines into expressive, dialogue-free performances, positioning Burgenland’s wine culture as an experience defined by character and artistry.
Q: What creative device does A Wine Advert without Any Wine! use?
A: A Wine Advert without Any Wine! employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. Instead of visually presenting the wines, the campaign uses the physical performance of Nicholas Ofczarek to personify the distinctive traits of each Burgenland wine. Through symbolic and exaggerated acting—such as mimicking acidity, tannins, or even biting flint to represent terroir—the campaign dramatizes the wines’ benefits and uniqueness. This approach forgoes explicit storytelling in favor of metaphorical, sensory-driven representation, making the wines’ qualities tangible through human expression.
Q: What is the campaign proposition for A Wine Advert without Any Wine!?
A: The campaign proposition for A Wine Advert without Any Wine! is to position Burgenland’s wine tourism as an experience rooted in narrative, identity, and craftsmanship rather than just taste. By having Nicholas Ofczarek embody the character of six DAC wines through nuanced, dialogue-free acting, the Burgenland Tourism Board speaks to culturally discerning leisure travelers and wine enthusiasts. The campaign invites audiences to engage with the region’s viticultural heritage on a deeper, more imaginative level, differentiating Burgenland as a destination where wine’s unique character and local artistry can only be truly discovered in situ.
Q: How does A Wine Advert without Any Wine! rank in Clapboard's archive?
A: In Clapboard’s global ad archive, A Wine Advert without Any Wine! holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Burgenland Tourism Board's category?
A: In the wine tourism sector, Burgenland Tourism Board competes with Styria Tourism, which highlights eco-friendly vineyard experiences and organic production; Wachau Valley Tourism, which leverages its UNESCO heritage and premium Riesling wines for an upscale audience; Lower Austria Tourism, known for its accessible, family-friendly wine regions and scenic routes; South Tyrol Tourism, which fuses Alpine and Mediterranean influences for gourmet and adventure travelers; and Burgenland Winery Collectives, which market the region as a boutique, artisanal destination focused on terroir-driven quality and personalized experiences.
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