Making Memories

Tirol Summer Campaign 2021/22 Family

Children grow by meeting challenges on their own. In urban environments, however, parents and children are exposed to a variety of real and unreal dangers. They diminish the chance of having these important experiences. Tyrolean nature, on the other hand, is free space, offering room for tests of courage, mistakes and new connections. In this tourism campaign developed especially for families, we tell about first love, an electric pasture fence and a night hike. The documentary photo campaign for the commercials focuses on older Tyroleans and their childhood memories. 

“First Love” commercial

“The Fence” commercial

In the photo campaign, Tyroleans tell about
the tests of courage from  their childhood:

“Cockchafer tastes sweet
& you only know it when
you’ve tasted them”


Monika Bantl
about a realization she was
allowed to make as a child.

My father cut trees at almost 2,000 meters.

At the time, there were no forest roads. We had to transport our wood through a self-built cutting.

Part of the depressions was cut free for this purpose. Our father assigned us children logs about two meters long.

Our task was to transport them down the cutting as quickly as possible. For us kids, it was a competition. It was a matter of who could throw their log the farthest – in total, we had to cover a distance of almost one kilometer. We tried to overtake the others and cheered joyfully when we succeeded. Partly it was also a test of courage, because in some places, it was quite steep downhill. In autumn, when the ground is already frozen, the wood slid better, and so did we. I enjoyed this exciting time. The forest gave us warmth for the winter.”

Maria Gapp | farmer from Reith bei Seefeld remembers.
(Mein Tirol magazine)

Director: Maxim Kuphal-Potapenko
Creative Director: Anna Moll, Maxim Kuphal-Potapenko
DoP: Constanze Schmitt
Photographer: Ramon Haindl
Producer: Max Michel
Producer AT: Gabriela Schild
Music: Alessandro Cozzolino, Max Michel

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