Our brief was to promote Wales to the world as a 21st century coastal destination — putting the nation’s epic seascapes, beautiful beaches and coastal communities front and centre in Visit Wales' marketing. Moreover, reinforcing Wales as a world leading adventure and cultural destination by challenging any ‘bucket and spade’ perceptions of the country with on-brand products, events and experiences.
We settled on a seaplane as our vehicle of choice as we knew it was the perfect way to get around (and up close and personal with) the Welsh coastline over the course of our filming block as well as having the essential talk-ability factor.
The journey begins on Llyn Gwynant in the heart of Snowdonia and sees Luke soar above the summit of Snowdon before traversing along the epic west coast of Wales and on to Pembrokeshire, the Gower Peninsula before landing in Cardiff Bay at sunset. He looks down on the shape-shifting edges of Wales. The beaches, musical and mystical; from the rural heartlands to the urban coastal Welsh capital. The poetic script, voiced by Luke, guides us along his journey.
“I love what you, Smörgåsbord, are doing for Wales — you're re-defining the Nation and showing the world just how good it really is — I'm proud to play my part in this.”
Luke Evans, Actor.
There is a humorous tone weaved throughout the campaign. This comes in the form of a heading or caption.
Zip World, Bethesda.
Dan Evans & friends
Road cycling, Stwlan Dam
Jazz Carlin & The Bluetits
Wild Swimming, Harlech
Trail running, Laugharne