To encourage citizens to participate in Earth Hour 2013, the Municipality of Sofia and WWF invited the skeptical Bulgarians to be part of the global movement by turning off not just their lights, but their names! Most Bulgarian names end with the suffix “OV”, which sounds like OFF. “In the Name of Change” we invited people to change their profile names on facebook, turning the Bulgarian “-ov” into the English “-OFF”. We switched off the names of the city’s biggest streets on location, directing people to special Foursquare locations to check in to pledge their support. Sofia was OFF, changing its Cyrillic F letter into the English one. By changing one letter, a global matter turned into a very local and personal one. Digital advertisement created by Ogilvy, Bulgaria for Earth Hour, within the category: Public Interest, NGO.

Digital advertisement created by NRG brands, Bulgaria for Audi, within the category: Automotive.

Mall Plovdiv is trying to provoke its visitors with surprising promotions. We put a red phone at one of the corridors of the mall and our host dialed its number from time to time. Those who dared to pick it up were surprised by an offer - you have 15 minutes to choose something from the mall shops for 50 leva and we shall pay for it. The promotion created a real fuss and people started to wait for the phone to ring. But nobody knew when this will happen... Ambient advertisement created by the Smarts, Bulgaria for Mall Plovdiv, within the category: Retail Services.

The success of each business depends on the success of all other connected businesses. By launching its Digital Business platform, A1 becomes part of this chain and builds one environment of ideas that work. Film advertisement created by Saatchi & Saatchi, Bulgaria for A1 Bulgaria, within the category: Electronics, Technology.

Film advertisement created by the Smarts, Bulgaria for Night of the Theatres, within the category: Recreation, Leisure.

Explore the woman’s world when she’s alone.

For Kaufland’s presence at Innovation Explorer, one of Bulgaria’s most significant technological events, we created an EEG-based installation that measured brain activity. We then partnered with a psychologist and developed software that generated personalized profiles based on the measured emotional state and levels of concentration and tranquility of each person that took the test. After the experiment, each participant learnt which food best matched the current state of his or her mind, and was then able to sample that food. Experiential advertisement created by 121 Agency, Bulgaria for Kaufland, within the category: Retail Services.

Digital advertisement created by proof., Bulgaria for Skaptoburger, within the category: Food.

On the first summer day - June 22 - we set up a bunch of kids singing "Jingle Bells" in the heart of the city. The people passing by were surprised, amazed and started to shoot videos and share on Facebook that strange event. With big smiles on their faces. Happy. Cheerful. Because Christmas always opens their hearts... Truth is - most of the donations for children are made during Christmas. But the kids in need cannot wait for Christmas... So how about becoming a regular donor today? Experiential advertisement created by the Smarts, Bulgaria for For Our Children Foundation, within the category: Public Interest, NGO.

WWF creates a fashion collection with a purpose: to save a national park in Europe. WWF, the nature conservation organization, has created an entire fashion line that aims to raise awareness about the damaging industrial activities that are taking place in Pirin National Park*. The collection offers a variety of t-shirts, pants, jackets and even leggings – all of them in a specially designed camouflage print. As any other camouflage attire, it serves one sole purpose – blending in with your surroundings. The fashion line is designed for trendsetters, who want to be one step ahead in blending in with Pirin’s transforming scenery. Discover the entire collection and more information about the project at www.savepirin.com. *Pirin National Park encompasses most of Pirin Mountains in the South-West of Bulgaria. It is one of several UNESCO World Heritage sites around the globe severely threatened by harmful industrial activities. Integrated advertisement created by Noble Graphics Creative Studio, Bulgaria for WWF, within the category: Public Interest, NGO.

Ambient advertisement created by proof., Bulgaria for Beefeater, within the category: Alcoholic Drinks.

Integrated advertisement created by proof., Bulgaria for Skapto, within the category: Food.

Ambient advertisement created by NEXT-DC, Bulgaria for Heineken, within the category: Alcoholic Drinks.

Film advertisement created by the Smarts, Bulgaria for Rice Up, within the category: Food.

Film advertisement created by Saatchi & Saatchi, Bulgaria for Janet 45, within the category: Public Interest, NGO.

The classic show “Ben 10” was premiering with renewed series in Bulgaria in October 2016 and we had to attract new fans (6-15) to the unique action character through a direct approach. So we created a very special one-to-one stunt in a shopping center, where kids could decide if they wanted to become more than heroes, just as Ben. They were surprised by a randomly ringing branded phone and when they picked it up, they received real-time instructions from the Bulgarian Ben, who wanted them to help him. But there was a small hook – kids had to choose only one of two doors at the end of the mall. First door was labelled “Become a hero, win a prize for yourself”, while the second stated “Become a unique hero, donate a prize to children in need”. Results: around 50 kids picked up the phone for 1 day and 40 of them chose to the donate prizes, which were given to SOS Children’s Villages in Sofia, Bulgaria. The viral video was viewed more than 300,000 times from the target, involving them to the unique show and brand’s premise “It’s Hero Time!”. Ambient advertisement created by Gobox, Bulgaria for Cartoon Network, within the category: Media.

Film advertisement created by Garlic, Bulgaria for National Lottery, within the category: Gambling.

Today, any keen professional with a smart device can't really feel away from work and pressure. Even if he is at a liberating place he might still "not be there". His smartphone helps him stay attached to work or to social networks, constantly receiving emails and notifications. Our conclusion: keen professionals have forgotten the true purpose of free time. Amstel created the first ever wardrobes for mobile phones in different venues. People who leave their phones there, get an Amstel key and a free Amstel beer in order to enjoy their time and conversations undistracted. We remind people that drinking beer should stay pure and undiluted with other activities such as work and social activities such as Facebook, Twitter, Instagram. Ambient advertisement created by NEXT-DC, Bulgaria for Amstel, within the category: Alcoholic Drinks.

It is good to have no time. This means you have enough people and activities to make it full. With its digital services, A1 helps you save time and use it the way you want. Film advertisement created by Saatchi & Saatchi, Bulgaria for A1 Bulgaria, within the category: Finance.

To defend Audi’s image and appeal with our limited marketing budget, we need smart ideas that create buzz with minimal investment. On Halloween we executed a guerrilla campaign dressing “regular” cars like Audis. The message: this Halloween every car can fulfill its dream and feel like an Audi! Ambient advertisement created by Saatchi & Saatchi, Bulgaria for Audi, within the category: Automotive.