Croatia, I hear It's Beautiful

Creative idea

When an acclaimed actor discovers his Croatian roots, an unexpected journey begins. Video quickly transforms into deep personal exploration of a country shaped by centuries of history, breathtaking landscapes, historic cities, vibrant island life, world-class gastronomy and unforgettable people. Rather than presenting Croatia through a conventional travel advertisement, video tells a funny and emotional story of self-discovery, using authentic locations, local culture and subtle humour to create a memorable destination experience. As Malkovich's cynicism fades into genuine connection with local culture, video balances prestige filmmaking with strategic branding.

Brand name: Croatia
Advertiser / client: Croatian National Tourist Board
Product / service: Destination marketing
Campaign name: Croatia, I hear It's Beautiful
Agency network: INDEPENDENT AGENCY
Agency: Three Lions d.o.o., Zagreb
Additional company: Brandmama d.o.o.
Production company: Bunker d.o.o.
Web address: https://www.croatia.hr
Agency chief executive officer: Pete Radovich, Jr
Chief creative officer: Pete Radovich, Jr
Executive creative director: Pete Radovich, Jr
Creative director: Pete Radovich, Jr
Copywriter: Pete Radovich, Jr
Account director (agency): Boris Kovačev
Director: Pete Radovich, Jr, Bruno Anković
Director of photography: Vanja Černjul
Music: ALBI Music ('Your Time is Up', 'Weapon of Choice', 'Blending parities', 'Crystal Water')
Screenwriter: Pete Radovich, Jr
Post production: Three Lions d.o.o.,
Post production producer: Peter Radovich, Jr
Additional company: Key Cast John Malkovich ('John Malkovich') Key Cast Janko Popović Volarić ('local guide') Screenplay Collaborators Brandmama d.o.o. Producer Krasimir Gančev