Haters gonna hate, you're gonna love

Creative idea

Background The brief’s message, 'You must LOVE Slovenia,' made us realize that probably the only people who don’t love it are online haters — those who anonymously criticize everything without real experience or knowledge. This behavior is common and well-known across social media. Our campaign taps into this phenomenon and uses it to showcase just how irresistible Slovenia truly is. Idea Haters gonna hate, you're gonna love. A series of visuals that turn haters' comments into unexpected invitations. Execution By placing haters' comments over breathtaking imagery, we create a strong contrast that undoubtedly grabs attention. We don’t argue with the haters — we simply show that their comments don’t hold up when faced with Slovenia’s charm and beauty. In doing so, we invite others to experience and explore Slovenia firsthand, confident they’ll fall in love with it.

Agency: Istropolitana Ogilvy
Authors: Patrícia Al-Hadi, Jakub Svetlík