Core Problem: Most Tourism Campaigns Sell A Polished Version Of A City. Berlin’s Magic Is The Opposite. Visitors Often Feel Unsure Whether The City’s Unpredictability Is Something To Avoid Or Enjoy. Insight: In Berlin, The Things That Seem Strange At First Are Usually The Things That Make You Feel At Home Later. Berlin Gives You Permission To Be Unfiltered. Idea: Weird Is Welcome. A Tourism Campaign That Treats Berlin’s Odd, Unpolished, Subcultural Fragments As Badges Of Belonging.