The small villages of Graubünden urgently need more tourists. With so few visitors, it’s very quiet there. Their objective was to turn their weakness into one of their biggest strengths, thereby promoting the quietness of their villages.

We used a public phone to demonstrate the quietness of a village in the tourist region of Graubünden. The promise: if you call us on this phone and we don’t hear it, you will win a holiday. People called and the villagers interrupted their activities to run to the phone and pick it up.

We installed a camera in the phone booth so that everyone could see which villager was actually speaking. We also installed one on a roof to help the participants see if someone was near the phone and to prove that nobody was waiting next to it. The promotion took place for six days from 10 a.m. - 8 p.m. During the night, there was only silence, because an answering machine was on so that the inhabitants could sleep. No actors were involved or needed, because every local was enthusiastic about the idea and helped organize this exceptional week.