Love is Hiding in Plain Sight

Creative idea

Context – Often, in life, love finds us precisely when we are not looking for it. When we decide to place our hearts in the hands of destiny—or rather, when we simply stop chasing it, letting the future take us by surprise instead. Insight – In Slovenia, love is always ready to be found. Unplanned, uncomplicated, effortless. Naturally hiding in plain sight. It's not something you need to search for; it’s present in the quiet, hidden beauty of Slovenia. Creative Solution – A series of three posters metaphorically illustrate how easy it is to find love in Slovenia. Through visual storytelling, the heart-shaped details featured in the posters illustrate how love and beauty are intertwined in the most natural, yet unexpected places. If you look close enough, you’ll see that love is all around you in Slovenia. It is a complete, immersive experience. You can taste it in the food, hear it in the music, feel it as you are left speechless by nature, and sense it in the unmatched warmth of the people. It sends shivers down your spine as you discover the novelty and surprise of beauty. All it takes is a boat ride on Lake Bled, and you’ll be irrevocably charmed by its emerald waters. A stroll down Metelkova will have you falling head over heels for your new favorite artist. A moment of peace in Bohinj, nestled at the heart of the Julian Alps, will fill you with the peace you’ve been long looking for. The enchanting sound of Tartini’s violin will whisper sweet nothings in your ears. A warm Sunday meal with locals will leave you enamored with their charm. Slovenia doesn’t just offer beauty, it offers real connection, making love not only visible, but a tangible part of your journey. And all you need to do is take a second glance — and let love find you in the most unexpected yet extraordinary ways.

Agency: MSL The Practice, Bucharest
Authors: Catalina Dobre