Listen To Your Heart

Creative idea

One of the reasons Slovenia is so “lovable” is its striking variety – from its magestic mountains, to the Slovene Riviera and the remarkable architecture, its easy for everyone to find something to fall in love with. That’s why we decided to remind people “you can’t spell Slovenia without love” by linking its diverse sights with the titles of globally popular love songs. The series of posters adapt the style of record covers, using the title of a global hit love song along with a photo of a specific place to visit in Slovenia. The sticker, traditionally placed on vinyl records to communicate something about the release, is subverted to give information on the sights pictured. The main message is summed up by the tagline: “Listen to your heart. Come to Slovenia.” This approach allows us to actually show the beauty of the country without creating cliche “tourism ads” and communicate how easy it is to fall in love with Slovenia in an unexpected, yet accessible way. The aesthetic of the record cover speaks both to the younger, eager to travel people, who literally made vinyl popular again, as well as the older travelers who grew up with physical records. By creating the association between must-see places in Slovenia and some of the world’s most popular love songs, we highlight the many diverse reasons visitors can fall in love with Slovenia. And we invite them to see for themselves that “you can’t spell Slovenia without ”love“.

Agency: HUMAN, Sofia
Authors: Stella Stoyanova, Petar Evtimov