Opulent architecture, artistic and musical excellence, remarkable thinkers. Vienna has so much to offer, we wanted people from anywhere to taste it. So, we had to break it down, introducing: microdose vienna. A deeply profound product innovation, giving you the chance to finally take a trip to Vienna.

Six unique Viennese experiences were compressed into six digestible micro-doses, containing actual components sourced from Viennese institutions. To prepare yourself for the full experience you can now start off by swallowing captured pulses by the Wiener Symphoniker, microscopic pieces of a Gustav Klimt painting, tartaric acid from the city’s best vineyards, Sigmund Freud’s wisdom absorbed from his personal safe, steel fragments from the Giant Ferris Wheel, and the imperial power through Lipizzaner stallions’ sweat.

microdose vienna gained macro-sized attention, surpassing the communication goal of the Vienna Tourist Board, while reminding the world that Vienna is an open and enlightening destination for travelers.

At the core of microdose vienna is the desire to break down overwhelming experiences, like those found in Vienna, into manageable fragments. By condensing the city's essence into six digestible pills, travelers can emotionally prepare themselves for the adventure ahead. Guaranteeing that each tablet contained fragments of the city and ensuring a genuine representation of the Viennese culture and heritage, was crucial for the product. By investing time and meticulous effort into creating this product, we have crafted something far beyond a typical tourism campaign – something that ignites curiosity, sparks conversation, and captures the imagination of travelers worldwide. A new product that people do not have to, but, want to talk about.

With the main focus on the product, the strategic PR approach required authenticity and effectiveness. To achieve this, the project needed to go beyond client and creatives, seeking a partner experienced with pharmaceutical supplements. Enter Saint Charles Apothecary, a pharmacy renowned for its modern approach, who was deeply involved in refining the tablets to meet the highest standards of quality and innovation. A key aspect of the PR approach lay also in the daring aspect of microdose vienna: Who will be brave enough to swallow components from a centuries old painting, fragments of steel or sweat harvested from a Viennese horse? And what effect will it have on the human body and psyche?

Guaranteeing that each tablet contained fragments of the city, was crucial for the product. This involved important conversations with the participating institutions about extracting particles from Gustav Klimt's original masterpiece without damaging it, and collecting Lipizzaner stallions' sweat, when stringent protocols had to be respected. With other institutions, the challenge lay in turning their contributions into a digestible tablet compliant with US health regulations, such as incorporating steel from the Viennese Ferris wheel. After a year-long journey and numerous prototypes the product was finally ready to launch.

Drawing inspiration from pharmaceutical supplements, microdose vienna compiled all 6 experiences into premium packaging, in a limited edition of 380 sets. The product was accessible to selected media representatives, content creators, and contest winners, along with an invitation to finally take a trip to Vienna.

microdose vienna had a media reach of almost 100 million within the first week, published articles from the US, UK, Italy, Germany, Spain, Hungary, Serbia, Bosnia, Australia, Austria, Croatia, Mazedonia and sparked many conversations online. It was also most swallowed tourism campaign ever.