Tourism films Official competition
Expect the unexpected
Year
2025
Country
Austria
Producer
Fora Ultra 400
Client
Tourismusverband Linz
Synopsis
At the core of “Expect the Unexpected,” in line with “Take a risk, visit Linz,” is a bold, playful exploration of risk and uncertainty. The video spot—blending real city scenes with surreal AI-generated elements like King Kong or mysterious creatures in the Danube—raises more questions than it answers, by design. This deliberate irritation sparks curiosity, challenges expectations, and invites audiences to discover Linz with an open, adventurous mindset.
Objectives
The goal was to further amplify the rebranding of Linz Tourism, launched in March 2025 under the slogan “take a risk, visit Linz.” The campaign aimed to strengthen awareness of the message “expect the unexpected,” generate attention, and spark curiosity among potential visitors. Linz Tourism sets new standards with a bold, unconventional approach. “Expect the Unexpected” embraces surrealism, irritation, and curiosity to challenge perceptions. Through irony and distortion, the campaign shifts perspectives—only a real visit resolves the narrative. The message: Linz doesn’t try to please, it surprises with authenticity, character, humor, and openness
Official selection

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