A traditional classical music festival presented with lightness, wit, and a human touch.

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Set in a snowy winter Litomyšl, the campaign follows an ice cream vendor who “arrived too early” — a playful symbol of the excitement and anticipation surrounding the festival. His nostalgic, old-fashioned stylization contrasts with the cold modern reality, creating a gently melancholic and slightly absurd atmosphere.

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Through this unexpected character, the campaign delivers a simple message: the festival hasn’t started yet, but ticket presale already has.