Jung von Matt/Donau and Vienna Tourist Board are creative thinkers. They’ve already put Vienna’s artworks on OnlyFans and offered people a chat with Sigmund Freud(‘s avatar) in the metaverse. Now they’ve produced a six-minute film about a very large belly that takes a trip to Vienna from New York when his relationship shows signs of failing and he needs to feel “accepted and loved” and be who he needs to be. Essentially, the story (it may be a love or a self-love story with a happy ending – that’s all ambiguous) is a wonderfully weird casing for a tourist video showing all the indulgent attractions of the city.
There are nods are numerous to Vienna’s museums and attractions, including its culinary offerings that make it a unique European destination. The soundtrack is equally Viennese – the classical music was provided by the Wiener Symphoniker (Vienna Symphony Orchestra), while the electronic track is by composer and DJ Electric Indigo.
“Real moments of indulgence are becoming increasingly scarce these days as we get lost in endlessly discussing self-love, acceptance and body-positivity,” stated Norbert Kettner, director of the Vienna Tourist Board. “Viennese culture has been questioning body ideals for hundreds of years. We thought it was time to embrace the consequences of self-love. The belly is a heroic figure that in the end arrives at a realisation: only if you love yourself, you can truly indulge. Without shame. Without judgment.”
“We wanted to create a film that sticks true to its core message. Something that isn’t cramped into 30 seconds, that isn’t looking like everything else, that is happy with itself and that invites everyone to indulge. With Björn Rühmann and his poetic prowess, we found the perfect director to bring this idea not only to life, but to new heights,” commented Michael Maria Morgenbesser, creative director, Jung von Matt Donau. “Working with him and Zauberberg productions was a true pleasure – as always.”
The metaphor plays along with many of Vienna’s cultural offerings. The almost 30,000 years old Venus of Willendorf at Vienna’s Natural History Museum is often cited as the world’s first body-positive model. And nibbling at cakes with coffee while chatting with friends or reading the newspaper is just one way that locals and travellers alike can tap into the city’s indulgent side. The video campaign taps into these attractions and experiences to showcase a guiltless, more indulgent approach to travelling.
The campaign is running across TV, video on demand, cinema, radio, print, display, social and out of home.
Credits:
Client: Vienna Tourist Board
Director Brand Management: Claudia Wieland
Team Manager Brand Communication: Lukas Merl
Brand Consulting: Patrick Hilz
Project Management: Isabella Graf, Janine Hartl
Agency: Jung von Matt DONAU
Creative Director: Michael Maria Morgenbesser
Production: Zauberberg Productions
Director: Björn Rühmann
Sound Design & Mix: Loft Tonstudios Berlin
Classical Music by © Wiener Symphoniker, Vienna
Conducted by Philippe Jordan, Fabio Luisi, Manfred Honeck
Techno Track: Electric Indigo – Skyway
w&p by Electric Indigo, Patrick Pulsinger, Erdem Tunakan, 1993
More outside the square brilliance from Jung von Matt/Donau & Vienna Tourist Board:
