The idea underlying the campaign is set out in a manifesto. Parts of the manifesto are used in the text ads – the design is defined on the following pages.


Find your own path. Invite the unexpected. Delight in small wonders and elude the hubbub. Discover art without boundaries. Immerse yourself in culture.


Be inspired. Sharpen your appreciation of the extraordinary and cultivated. Heed the nuances. Uncover beauty at second sight. Simplicity is not trivial.


Find your balance. Not too much, not too little. Just right. Never mediocre.


Be passionate. You only live once. Make new memories and allow yourself new experiences. Be good to others, and get to know them from their best side. Above all, get to know yourself. Remember: We travel to live.