The sweetest honeymoon in the world

Creative idea

So many cool aspects about Slovenia get overlooked because they’re overshadowed by other European countries. Clear waters? Greece is dripping with them. Forests? Finland’s got you covered. Mountains? Austrian peaks are just next door. So, what is it that makes SLOVENIA uniquely special? What is that something that’s really worth all the buzz? Well, Slovenia is the country that’s known as ”the heart of beekeeping” in Europe and that made us recognize May 20th as World Bee Day. Slovenes take pride in their deeply rooted beekeeping culture and protect their native Carniolan honeybees in a time where bees are going extinct in other parts of the world. The result? Sweet, golden honey deemed a national treasure. So how can we get foreigners to fall in love with this precious Slovenian honey? IDEA: We take advantage of all that honey and declare Slovenia the ”it” destination for the sweetest honeymoons in the world. When you see „honey”, you automatically think sweet or sticky, but honey isn’t just a sweetener. It’s also long been considered an aphrodisiac in various cultures, due to its association with love and fertility. It’s the reason why honeymoons are called… „honeymoons”. Now, apart from the treasured honey, the captivating culture and the striking natural beauty, Slovenia is also known for being highly progressive. That includes being very welcoming and friendly towards members of the queer community, which undeniably makes it a perfect honeymoon destination for everyone everywhere. VISUAL CONCEPT: To show potential tourists how they can spend their sweetest honeymoon in Slovenia, we decided to make use of the most memorable aspect of Slovenian bee houses: the artistic panels, known as panjske končnice. These panels adorn the bold primary-colored frames with motifs and illustrations inspired by everyday life, religion or folk tales. Now they can also be made to depict the sweetest and most beautiful tale of all: the honeymoon.

Agency: McCann Worldgroup Romania
Authors: Denisa Gaina, Iulia Enache