Vilnius: Amazing Wherever You Think It Is

Director: Ricardas Matacius

Producer: Jurgita Babilit

Country: Lithuania


Statistically, less than 5% of Western Europeans know where Vilnius is, which is a somewhat of a nightmare for a city that wants to increase its appeal as a touristic destination. But what if, instead of trying to hide this fact, we actually make it the centre of our entire campaign?
We decided to go to Western Europe and ask people on the street if they know where Vilnius is. And, instead of correcting their wrong answers, we decided to play along. Because even if only a few people know where Vilnius is, that doesn't make it a less amazing city.


We needed to win awareness for Vilnius, to make people have this city as their top of mind over other known destinations.
By making a documentary-style film and showing how people react surprised, "caught-off-guard" when we ask them where Vilnius is, we are making them feel that they should know this place. And the viewers who also don't know where Vilnius is, feel the urge to learn more about this place.
Also, the tongue-in-cheek humour of the video makes them not feel insulted or judged. On the contrary, it draws a smile on their face and makes them feel welcome to discover Vilnius, no matter where they thought it was.