BELLY

Inclusivity takes many forms, but Vienna is using one very unexpected protagonist in a new tourism video: a walking belly. After a series of unconventional campaigns like “Vienna strips on OnlyFans” in 2021, the Vienna Tourist Board again teamed up with Jung von Matt DONAU and – for the first time – director Björn Rühmann to produce “Belly,” a surrealist ode to indulgence and acceptance.

The goal of the bizarre yet endearing story is to remind everyone that traveling can be a way to treat ourselves and let loose for a few days. The message of indulging in travel experiences, especially after two years of pandemic strife, has never been so salient. Vienna is a city that welcomes and encourages travelers to embrace its offerings fully, without hesitation.

In the short film, the personified belly leaves his human “Harry” behind, feeling neglected and unwanted. The character explores Vienna’s cultural attractions in a quest to find connection. Ultimately reuniting with Harry, the two enjoy a meal in a restaurant. The 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.