Core Problem Most tourism campaigns sell a polished version of a city. Berlin’s magic is the opposite. Visitors often feel unsure whether the city’s unpredictability is something to avoid or enjoy. Insight In Berlin, the things that seem strange at first are usually the things that make you feel at home later. Berlin gives you permission to be unfiltered. Idea Weird is Welcome. A tourism campaign that treats Berlin’s odd, unpolished, subcultural fragments as badges of belonging. Execution Street posters showing Berlin’s eccentric characters and absurd micro moments. OOH that behaves like Berlin: random, surprising, slightly chaotic. Social content that captures situations only Berliners would understand. A tone that is warm, inclusive, and proudly strange.