Viral videos, user generated website, online advertising and guerilla: MY STRESS AWARDS, a contest launched to promote the tourism in Valle D’Aosta, an Italian region with beautiful natural resources.

The aim of the campaign was finding the most stressed person in Italy, in order to offer them a one week holiday-therapy in the region.

Users were asked to tell their stress stories, and the ones who elected the winners of the contest, were the users themselves.Judges: youtube account: cannes8password: cannes