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Hilarious New Estonian Tourism Board Campaign Promotes 'Stress-busting' Vacations

BBDO Berlin and Zavod BBDO develop and stage tourism campaign for Estonia

Hilarious New  Estonian Tourism Board Campaign Promotes 'Stress-busting' Vacations

“Let Estonia’s pure nature relieve your stress”: Estonia presents itself as the ideal region to take a vacation in nature and leave all your everyday cares behind. This is showcased by the idea for an international tourism campaign for Estonia as a holiday destination inspired by BBDO Berlin in collaboration with sister agency Zavod BBDO/Event Masters, Tallinn.
Core component of the digital campaign is an online video that centres around a very special Estonian ambassador: the “Stress Buster.” By way of special facial recognition, he pinpoints particularly stressed-out individuals and brings them into contact with the breathtaking natural beauty of the Baltic tourism destination using sounds of nature and an Estonian pop-up forest. And then he surprises them with a vacation trip inclusive of air travel and accommodation so that they can experience Estonia’s natural surroundings and liberate themselves from the stresses and strains of daily life. 

“Many people have come to accept stress as part of their everyday lives. But it doesn't have to be that way: With the Estonian Stress Buster, we’ve come up with an effective antidote,” says Franzis Heusel, Managing Director at BBDO Berlin. 

“The Stress Buster is the perfect Estonian brand ambassador. He combines a love of nature with high tech. And in doing so, he embodies Estonia’s positioning and image in an ideal way,” says Marek Reinaas, Chief Creative Officer at Zavod BBDO. 

The video will be shown on YouTube as a pre-roll ad in Germany, the UK, Norway and Sweden as well as on the website of the Estonian Tourist Board


Head of Marketing: Ott Sarapuu (Tourism)

Campaign Manager : Rasmus Vaino (International)

Advertiser: Estonian Tourist Board

Creative Agency

Managing Director: Franzis Heusel, Tauno Loodus (Zavod BBDO)

Junior Copywriter: Lukas Rossmanith

Junior Art Director: Alexandra Seidl

Creative Managing Director: Mirko Stolz

Creative Agency: BBDO Berlin

Creative: Marek Reinaas (Zavod BBDO)

Client Service Director: Mark Andree

Category: Corporate and social , Education

Genre: Experiential , Strategy/Insight