Cymru Wales

Showcasing 50+ rivers, 300 lakes & 1,680 miles of coastline.

The third instalment in our thematic ‘Year of’ films for Visit Wales. Hollywood actor and proud Welshman, Luke Evans, returns as our protagonist and takes to the skies in a vintage seaplane 2017’s Year of Legends avatar turned aviator.



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.

Location/Caption device

There is a humorous tone weaved throughout the campaign. This comes in the form of a heading or caption.

Luke Evans

Zip World, Bethesda.

Dan Evans & friends

Road cycling, Stwlan Dam

Jazz Carlin & The Bluetits

Wild Swimming, Harlech

Eve Myles

Trail running, Laugharne


Creative Direction






Content Creation




Art Direction


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