Four regions within a small space. How to convey the exuberance and closeness of several landscapes, cultures in one single country? For a tourist eager to explore different cultures Ecuador represents the diversity and beauty in one passport stamp.

The idea conveyed a need to make the public feel Ecuador and its multiple option, this was achieved through visual emotion and a team putting in its priority list the need to revamp a classic tourism ad.

Photography and basing the ad around the song "All you need is Ecuador" proved pivotal for this, linking landscapes that make you admire beauty in its different forms linked to one of most hummed songs in history.

The Ministry of tourism payed for the rights of the song "All you need is Love" to be used as central part of its campaign and to be adapted in several options which can be heard in both versions submitted.

The ministry of tourism is willing to provide documentation directly to Cannes as the documents are not public yet it is of public domain the acquisition of the song. Here is an article regarding this (In Spanish)

http://www.andes.info.ec/es/noticias/popular-tema-beatles-es-base-campana-promocion-turistica-internacional-ecuador.html