the ABC of sLOVEnia

Creative idea

Context – Slovenia is a place filled with hidden treasures. It is a place where beauty, love, and adventure can be found at every corner. Whether you’re hiking in the Julian Alps, swimming in the warm Kolpa river, exploring the mysterious caves of Postojna, watching a moving ballet performance at Maribor Opera, or spending your first night ever at a fairytale castle, Slovenia surprises you again and again and again. And once more after that, be sure of that. The problem? For tourists, Slovenia can easily go under the radar. Insight – The beauty of Slovenia, like love, can often be elusive — waiting to be discovered by those who are wholeheartedly looking for it. Creative Solution – This poster series creates a connection between hidden beauty and hidden messages. At first glance, the photographs appear to be beautiful snapshots of Slovenia, but a closer look reveals the hidden message, “The ABC of Love,” inviting viewers to see the full picture by traveling to Slovenia. Using a visual trick, each photo captures surprising elements from Slovenia’s landscape, architecture, lifestyle, and cultural landmarks to form the letters of the secret message. The posters not only highlight the country’s natural and cultural richness, but also invite travelers to embark on a journey where the more they explore, the more beauty they’ll uncover, irrevocably falling in love with it. Slovenia’s hidden gems unfold one by one, just like the letters of the alphabet. The series doesn’t just show viewers that Slovenia is strikingly beautiful — it makes them part of an experience, challenging them to find the beauty for themselves. As they search for the hidden letters, they become engaged with the idea that Slovenia’s true charm lies in its discovery, much like the experience of falling more in love day by day with life, yourself, your partner, friends and all the in-betweens. Whether it's a hidden corner of a city, an undiscovered hiking trail, or a quiet moment in a mountain village, Slovenia offers surprises that will keep you looking for more. And these posters are just the ABCs of it. The full experience can only be unlocked by visiting the country.

Agency: MSL The Practice, Bucharest
Authors: Catalina Dobre