The neighborhoods are dusty and desolate, the climate is foul and the inhabitants are sketchy at greatest—dupe gross sales, public urination and violent thuggery are frequent. The delicacies, if it may be referred to as that, comes largely pickled in big jars of thriller juice.
Is that this actually a journey advert, a class recognized for its shiny, picturesque, best-foot-forward advertising and marketing?
Certainly it’s, and it’s hawking a metropolis referred to as Vilnius, the 700-year-old capital of Lithuania, by flipping frequent stereotypes of the area on their heads. The pitch-perfect satire, operating via the month, is aimed primarily at potential guests from Western European nations like Germany and the U.Ok.
However the work, from company BM Boutique, dives headlong into misperceptions which have been fueled by international leisure and popular culture, portray the place and its residents with a harsh and outdated brush, based on Dovilė Aleksandravičienė, CEO of native tourism bureau Go Vilnius.
“Let’s be truthful: Jap Europe has many stereotypes introduced on by the difficulties of the twentieth century geopolitical occasions,” Aleksandravičienė stated. “What many don’t know is that previously 30 years, many cities in Jap Europe have develop into unrecognizable because of fast adjustments.”
Chilly Conflict fable busting
The mini-movie isn’t attempting to criticize the oldsters who’ve these outdated opinions, he stated, however to poke some deadpan enjoyable on the considering and “ignite folks’s want to see what actuality appears like over right here.”
The marketing campaign, dubbed “Expectations vs. Actuality,” prominently options such cliches as decrepit Soviet-era buildings, free-flowing however extremely suspect vodka, drunken disorderly habits and so many soggy potatoes and pierogis.
With tongue firmly in cheek, BM Boutique units up the practically two-minute video with numerous Chilly Conflict-born myths—shot in stark black and white. The second half knocks these down with quick-cut, full-color montages of historic structure, chef-led eating places, outside actions and modern artwork.
