5eme Saison

Director: -

Producer: Arcanel Studio

Producer Company: -

Agency: L'Agence Pi

Client: The Sion Tourism Office

Country: Switzerland

Synopsis

Developed for the Sion Tourism Office with the Agency Pi (strategy & concept) and Arcanel Studio (art direction & production), the project establishes “The Fifth Season” as a long-term brand platform. Shot over a full year, the film captures all four seasons to reveal a symbolic fifth — the one each visitor creates. Deployed across cinemas, DOOH, airports, stations and digital platforms, it positions Sion as a unique gateway between valley and mountains.

Objectives

To highlight Sion’s unique position between plain and mountains and establish “The Fifth Season” as a sustainable, long-term brand concept. The brief called for an emotional and poetic narrative capable of elevating the city’s image, strengthening local pride among Valais residents, and expanding visibility beyond the canton—particularly in German-speaking Switzerland—while showcasing the wide range of activities accessible throughout all seasons.