Entered by ‘Luxembourg – Let’s Make It Happen’ aka Luxembourg Brand Promotion Unit

Luxembourg is one of the most international countries in the world, with half of its population born abroad. Yet despite this diversity, the country is often underestimated, It’s seen as small and quiet – a place where people come “just for a while.”

The real story is quite different: countless citizens and expats discover that Luxembourg quickly becomes home, and they end up staying far longer than planned. The challenge was how to capture and share this reality in a way that felt authentic and participatory.