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 travelling 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 travellers 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.

“Real moments of indulgence are becoming increasingly scarce these days as we get lost in endlessly discussing self-love, acceptance and body-positivity,” said Norbert Kettner, director of the Vienna Tourist Board. “Viennese culture has been questioning body ideals for hundreds of years. We thought it was time to embrace the consequences of self-love. The belly is a heroic figure that in the end arrives at a realisation: only if you love yourself, you can truly indulge. Without shame. Without judgment.”

“We wanted to create a film that sticks true to its core message. Something that isn’t cramped into 30 seconds, that isn’t looking like everything else, that is happy with itself and that invites everyone to indulge. With Björn Rühmann and his poetic prowess, we found the perfect director to bring this idea not only to life, but to new heights.”, comments creative director Michael Maria Morgenbesser of Jung von Matt DONAU. “Working with him and Zauberberg productions was a true pleasure – as always.”

The metaphor plays along with many of Vienna’s cultural offerings. The almost 30,000 years old Venus of Willendorf at Vienna’s Natural History Museum is often cited as the world’s first body-positive model. And nibbling at cakes with coffee while chatting with friends or reading the newspaper is just one way that locals and travellers alike can tap into the city’s indulgent side. This video campaign taps into these attractions and experiences to showcase a guiltless, more indulgent approach to travelling.

The short film was released on 21 October.