The “BELLY” campaign by the Vienna Tourist Board, created with Jung von Matt DONAU, presents Vienna as a city that invites travelers to indulge and embrace a sense of personal freedom after prolonged pandemic restrictions. The campaign’s core proposition centers on travel as a form of self-care and liberation, encouraging visitors to reconnect with themselves through the city’s rich cultural and culinary experiences. By personifying the belly as a protagonist seeking acceptance and pleasure, the campaign underscores Vienna’s hospitality as inclusive, inviting, and uniquely gratifying.
Strategically, the campaign leverages a surreal narrative that taps into the post-pandemic desire for indulgence and escape. The use of an unconventional protagonist—a walking belly—serves as a creative device to symbolize neglected desires resurfacing, mirroring travelers’ own yearning to refresh and reward themselves. This metaphor is reinforced by the film’s detailed exploration of Vienna’s iconic landmarks, museums, and gastronomy, reflecting a holistic appeal to sensory and cultural fulfillment. The integration of classical Viennese music alongside contemporary electronic tracks highlights Vienna’s blend of tradition and modernity, aligning with a target audience that values both cultural authenticity and innovative creativity. By deploying a short film format with distinctive storytelling, the campaign seeks to emotionally engage viewers while differentiating Vienna from more conventional tourism messaging. Overall, the approach repositions the city not simply as a destination but as a welcoming space for personal renewal and joyful indulgence, responding to evolving traveler motivations in a post-pandemic context.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign most closely fits Format #9: Symbolize the Benefit, as the personified, walking belly serves as an exaggerated, surreal symbol for indulgence, acceptance, and the pleasures awaiting tourists in Vienna. Rather than simply describing or demonstrating real travel benefits, the ad uses the belly as an imaginative visual metaphor—its journey stands in for self-indulgence, reconnection, and enjoyment facilitated by a visit to Vienna. The setting, protagonist, and purpose all point to a symbolic device representing Vienna's spirit of warmth, inclusion, and sensory delight, rather than a straightforward narrative or problem-solving arc. There is no explicit demonstration, testimonial, parody, or user imagery; the core driver is the anthropomorphized body part embodying the experiential benefits of travel to Vienna.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Vienna Tourist Board – Positioned as a cultural and indulgent European city destination, Vienna leverages its rich imperial history, world-class museums, classical music heritage, and culinary excellence. Its campaigns highlight a blend of tradition and modernity, focusing on unique, immersive experiences that promote self-care and relaxation post-pandemic.
2. Salzburg Tourism – Emphasizes its identity as the birthplace of Mozart and a baroque architectural gem, blending music, festivals, and alpine scenery. Salzburg positions itself as a compact, authentic cultural destination with a strong focus on music heritage, outdoor activities, and family-friendly tourism.
3. Prague Tourism – Markets itself as a historic yet vibrant city with stunning gothic and baroque architecture, affordable luxury, and a thriving nightlife. Prague appeals to young travelers and culturally curious tourists seeking an accessible Central European experience rich in history and urban charm.
4. Budapest Tourism – Promotes a dynamic city balancing history and rejuvenation, famous for its thermal baths, vibrant nightlife, and architectural grandeur. Budapest positions itself as an affordable European city break with wellness, culinary innovation, and a strong café culture.
5. Zurich Tourism – Focuses on high-end leisure and business tourism, emphasizing Swiss precision, luxury shopping, and proximity to nature. Zurich targets affluent travelers looking for a blend of urban sophistication, financial hub prominence, and access to outdoor alpine experiences.
Q: What is BELLY about?
A: BELLY is a 2022 tourism campaign created by the Vienna Tourist Board in collaboration with Jung von Matt DONAU and director Björn Rühmann. The campaign features a surreal short film where a personified walking belly leaves its human, Harry, to explore Vienna’s cultural and culinary attractions in search of acceptance and indulgence. This unconventional narrative highlights Vienna as a city that encourages travelers to treat themselves and embrace experiences fully, especially in the wake of pandemic restrictions. The film integrates iconic Viennese landmarks and a soundtrack blending classical music by the Wiener Symphoniker with electronic compositions by DJ Electric Indigo.
Q: What creative device does BELLY use?
A: BELLY employs Clapboard’s Format 9: Symbolize the Benefit, using an exaggerated and surreal visual metaphor to represent the positive impact of travel. The walking belly serves as an imaginative protagonist symbolizing indulgence, acceptance, and sensory pleasure that visitors can experience in Vienna. Rather than straightforwardly demonstrating travel benefits, the campaign uses this anthropomorphized body part to embody the emotional and experiential rewards of visiting the city. This symbolic approach aligns with Vienna’s spirit of warmth and inclusion, setting the campaign apart through its creative and metaphorical storytelling.
Q: What is the campaign proposition for BELLY?
A: The campaign proposition for BELLY positions Vienna as a cultural and indulgent destination that invites travelers to reconnect with themselves through personal freedom and self-care after pandemic restrictions. The Vienna Tourist Board communicates that travel is an act of liberation and enjoyment, encouraging visitors to fully embrace the city’s rich museums, culinary delights, and hospitality. By personifying the belly as a seeker of pleasure and acceptance, the campaign underscores Vienna’s inclusive atmosphere and its unique ability to offer immersive, joyful experiences that meet evolving traveler desires in the post-pandemic landscape.
Q: How does BELLY rank in Clapboard's archive?
A: BELLY holds a Clapboard Campaign Score of 77/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s distinctive storytelling, production values, and its innovative approach to tourism marketing through surreal and symbolic imagery.
Q: Who are the competitors in Vienna Tourist Board's category?
A: Vienna Tourist Board competes with several European city tourism boards, each with distinct positioning. Salzburg Tourism emphasizes its heritage as Mozart’s birthplace and a baroque cultural gem with a focus on music festivals and family-friendly outdoor activities. Prague Tourism markets itself as a vibrant, historic city offering affordable luxury, gothic and baroque architecture, and a lively nightlife appealing to young and culturally curious travelers. Budapest Tourism promotes a dynamic blend of history and rejuvenation, known for thermal baths, nightlife, and café culture. Zurich Tourism targets affluent visitors seeking high-end leisure, luxury shopping, and access to alpine nature alongside urban sophistication.
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