The last place you want to be.

In 2024, the Vienna Tourist Board, in collaboration with Jung von Matt agency, launched a compelling film campaign titled Vienna: The last place you want to be, which delves into the city's unique relationship with death and life. Inspired by the words of Viennese composer and poet Georg Kreisler, who famously said, "Death must be a Viennese," the campaign explores how Vienna’s cultural fabric is deeply entwined with themes of mortality, reflected in its catacombs, the Central Cemetery—an unusual recreation hub for the living—and distinctive artworks that juxtapose death and vitality. This eerie yet captivating narrative invites travelers to experience Vienna’s darker, more poetic side, turning what might be considered macabre into a celebration of beauty and reflection. The film highlights iconic locations such as Café Schwarzenberg, the Spanish Riding School, Plachutta Wollzeile, Grand Étage at Grand Ferdinand, the Leopold Museum featuring Gustav Klimt’s “Death and Life,” as well as the Kunsthistorisches and Naturhistorisches Museums, the Wiener Konzerthaus, the Upper Belvedere with Klimt’s “The Kiss,” and the Buschenschank Reimitz am Nussberg wine tavern, showcasing a city rich in history, art, and culture with an intriguing twist. Created under the visionary direction of Sam Gainsborough with the support of Blinkink and co-produced by Dockyard, the campaign combines immersive visuals, atmospheric music by Walter Werzowa, and precise sound design to evoke the enigmatic charm and layered narratives of Vienna. This strategic storytelling approach positions Vienna as an evocative travel destination that offers an atypical exploration of the interplay between life and death, appealing to culturally curious and adventurous travelers seeking meaningful experiences beyond the usual tourist paths. The campaign’s digital presence is strengthened through multiple social platforms, encouraging audiences to discover more about Vienna’s haunting allure and vibrant life.