Luxembourg. Our Common Ground (film extract);
Credit: CNA
On Monday 19 June 2023, Luxembourg's Ministry of Foreign and European Affairs announced the launch of new promotional tools for the nation branding initiative "LuXembourg - Let's make it happen".
On the occasion of Luxembourg's national day (23 June), the ministry's national image brand promotion unit, better known under the name "LuXembourg – Let's make it happen" (LMIH), is launching a series of new digital and analogue tools: the campaign "Luxembourg. Our Common Ground", the web series "Faces of Luxembourg", the creative project "Grow", featuring the works of eight Luxembourg illustrators for the "LuXembourg Collection", the "Fakelzuch" video game for a young audience and its activities in the heart of the capital on Thursday 22 June 2023.
These tools, intended for an international audience, will be presented to the public in Luxembourg public so that, within the framework of the national day and beyond, everyone can contribute to making the values and faces of Luxembourg known in the world.
Luxembourg. Our Common Ground
The Foreign Ministry noted the value of Luxembourg's diversity of cultures, languages and histories which have made the country what it is today: a common ground for some 660,000 people with more than 180 nationalities and speaking an average of 3.6 languages and who live, work and shape the future of Luxembourg together.
This is highlighted by the new campaign "Luxembourg. Our Common Ground", which LMIH has presented as part of the upcoming national day celebrations. The centrepiece is the new film of the same name, directed by Stephen Korytko and produced by Raoul Schmitz. The film seeks to show in an inspiring way the richness, beauty and diversity of Luxembourg. It aims to value people's differences, while encouraging them to celebrate what they have in common.
Faces of Luxembourg
The web series "Faces of Luxembourg" presents potentially noteworthy personalities who are not necessarily known yet, tell their stories. With their passion and commitment, according to the ministry, they embody Luxembourg's priorities of creativity, diversity and sustainability and show how the country has been able to play a role in enabling their careers.
The campaign will go online on 22 June on the new website ourcommonground.lu and on the social media of LMIH and its committee members and partners.
Grow creative project
Eight posters and just as many postcards produced by eight illustrators from Luxembourg also form part of this campaign. Developed in collaboration with Julie Conrad and Jan Glas, this project, which reflects the transition from the "LuXembourg Collection" to a range of local, sustainable and contextualised items, has resulted in eight original creations in national colours. The following artists participated in the project: Lynn Cosyn, Kamil Iwaszczyszyn, Irina Moons, Henri Schoetter, Margaux Soulac, Charl Vinz, Florence Weiser and Alain Welter.
The posters and postcards will be available from 22 June from luxembourgcollection.lu website and from 1 July 2023 at Luxembourg House in Luxembourg-Ville (2 Rue de l'Eau, L-1449 Luxembourg).
Fakelzuch video game
"Fakelzuch" is an interactive 3D video game inspired by the traditional national day torchlight procession. This new digital twist on the tradition is aimed primarily at a young audience and invites gamers to follow a little fox named "Reeni" through the regions of Luxembourg. The aim is to keep his torch burning until he arrives in Luxembourg City, lighting up the fortress with fireworks. This game will be gradually developed and adapted for future occasions such as Christmas, with the aim of becoming a participative and sustainable promotional tool.
The game can be downloaded from the App Store (iOS version) and the Google Play Store (Android version).
National Day Eve activities
The LMIH initiative will also be present on 22 June, the eve of national day, in the capital through a stand offering a series of informative and interactive activities for the whole family. These will take place at the Dicks-Lentz Monument in Place d'Armes in Luxembourg-Ville, from 17:00 to 22:00.
