To put the new and refined key-messages of the brand “Niederösterreich” (Lower Austria) into the right perspective, Büro Hirzberger out of Vienna asked Strukt to produce all media content for the brand-relaunch event at Schloss Grafenegg in March 2009. Also part of the services was an all-night Tagtool Performance, kindly supported by O.M.A. International.

Part of the media content were 5 short video-features of people talking about the diverse aspects of Lower Austria, which functioned as visual jingles during the event. The audio tracks of those statements were also used for a sound installation in the driveway of the location. Since diversity is an important keyword in the new brand strategy, all the guests were included in the visuals in a photo-slide-show stating their individual thoughts of Lower Austria that was produced on location.

Since the inventors of the Tagtool come from Lower Austria, they were a perfect contribution to the event, showing how different the understanding of art can be in comparison to the very traditional views one might have in Lower Austria.