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Amid a fractious climate in Europe, Kayak is pushing back with a hopeful campaign to unite people across the continent.

The travel-booking site is calling on Europeans to film "love letters" for a country of their choice. Social media users can upload their films on Instagram or Facebook with the hashtag #LoveEurope, while video booths will also be set up in London, Berlin, Madrid and Paris to collect testimonies. The in-house campaign was written by Johanna Rüdinger and art directed by Jen Barger.