Vilnius, the capital of Lithuania, wanted to attract tourists from Western Europe and around the world, especially millennials, to experience the pleasures the city has to offer. But there was a problem: only 8% of the target audience in Britain and Germany knew that Vilnius existed, let alone where it was.

We decided to turn this disadvantage into a bold statement, which became the main headline of the campaign. We caught the attention of the target audience with this cheeky metaphoric message in print and online media and then rolled it out as a fully-integrated campaign, presenting Vilnius as a place full of pleasures.

Outdoor billboards, online videos, influencers and other media led the audience to a website, where they could go through an entertaining Tinder-like test, create their personal pleasure map of Vilnius and purchase their plane tickets to Vilnius.