Riga’s Summer of Courage and Joy invited the city's residents to a new format of city celebration. Instead of the usual 3-day festival, meaningful and strategically based events took place over a period of 2 months. The program promoted a sense of belonging to their city, formed new traditions and bettered relationships between the separate districts.

In this TV ad we wanted to highlight those who are ready to celebrate togetherness and invite others to join along the way.