• Situation

Vienna wants to promote its cuisine and real indulgence as a tourist destination.

• Brief

Our brief was to find out what true indulgence really is and make Vienna as a destination for cuisine stand out from its competitors.

• Objectives

Objective of the work was to target high-income travellers which often focus on their nutrition, weight and looks.

• Describe why the work is relevant for this specific category

The work is relevant for Entertainment as it sought to use entertainment to change our target group’s perception of indulgence.

In the film, we see a belly in a New York apartment leaving his master behind. He lets him know in a letter that he felt not welcome anymore, left behind, ignored. He travels to Vienna and thusly goes on a journey to find himself: He feels accepted again and rediscovers self-love.

In the end, the master realizes his mistake of ignoring a part of himself and travels to Vienna – to reunite with his belly.

Views: 6 million

Time spent with brand: 7 years.

CPV: 0,02

Completion rate: 49 %

Earned Media: € 30 million