Interrail: All-inclusive Redefined by SBB AG in collaboration with Sweet brought a fresh take on the classic all-inclusive holiday. This creative campaign contrasts the confines of typical resort travel with the freedom and spontaneity of rail journeys across Europe. Alongside its humour and evocative imagery, the judges praised the campaign’s promotion of the independence and deeper cultural engagement possible through Interrail.

The jury found All-inclusive Redefined to be a thoughtful strategy, creatively challenging typical package holidays. The campaign was memorable and engaging for a broad audience, also proven by the impressive increase of 365% in Interrail sales.