Gesundes Bayern

In the midst of the pandemic, many people in the population longed for a break. Terms like quarantine, social distancing and mask mandate were inescapable – and heavily burdened with negative connotations. To position Gesundes Bayern as a counter-program to the pandemic-shaped everyday life, the campaign “A Healthy Start”, developed for the Gesundes Bayern division of Bayern Tourismus GmbH, turned all of these buzzwords on their head – reinterpreting them in a positive light to promote the healing treatments offered by Bavaria’s natural and therapeutic spas.