It’s getting harder and harder to focus on just one thing. And when it comes to UEFA Champions League matches, every blink could be crucial. Heineken decided to find and reward the most concentrated fans by challenging them to a stare-down with one of the most cool-headed football players — Andrea Pirlo. We created a website that tests the concentration of each visitor in a battle with Pirlo himself. Using AI-powered face tracking technology, we detected the movement of each player’s eyes, both on desktop and mobile devices. Those who managed to withstand Pirlo’s stare the longest without blinking or looking away won a ticket for an exclusive screening of the Final. Digital advertisement created by NEXT-DC, Bulgaria for Heineken, within the category: Alcoholic Drinks.

Digital advertisement created by proof., Bulgaria for Dextrophobia Rooms, within the category: Recreation, Leisure.

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

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.

Every fourth woman in Bulgaria is a victim of domestic violence. Fear and shame keep many of them from sharing their problems with a friend or seeking professional help. This is why hundreds of women turn to Google for help every day. Using Google tools we found that they search for terms like “is physical violence normal in a relationship”, “my boyfriend is abusive”, “can he insult me and love me at the same time?”. As we all know Google can be a misleading therapist. Organic search results are often ranked by how attractive the result is - not by how helpful it can be. We had to change that. As a brand which has supported women for decades, Avon stepped in to help those in need. This is why on the International Day for the Elimination of Violence we launched a campaign. We created hundreds of Google Search Ads for all the phrases women search for in regard to domestic violence. Digital advertisement created by proof., Bulgaria for Avon, within the category: Beauty.

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.

Hitchhikers are usually seen along the main roads where most cars are. Audi is not most cars. Film advertisement created by Saatchi&Saatchi, Bulgaria for Audi, within the category: Automotive.

Advertising sells, we all know that. So tobacco ads on the streets sell cigarettes to everybody out there, including people under 18 y.o. And this must be kind of illegal, right? So here comes a simple question: forbid children to see the ads or remove the ads? Bulgaria is one of the last European countries where outdoor advertising of cigarettes is not forbidden. The campaign aims to make the authorities change the law. Film advertisement created by the Smarts, Bulgaria for Smoke Free Life, within the category: Public Interest, NGO.

Skapto is a small burger chain in Sofia, Bulgaria, which has been known for its mood-setting restaurants. so as eating on the couch at home suddenly became the mainstream way of munching, Skapto needed to stay relevant and compete with all the other food delivery options available. insight During lockdown, everything from work to snacking became all about comfort. Grandma’s blanket level of comfort. idea to make the brand the mood-setter on the couch that it was before we partnered with our comf-developers at Goloka Wear to produce a new kind of utility apparel - comfywear. execution using the communication strategy that mirrored real clothing lines we introduced the moodie.hoodie. its front-facing silicon-plated hood means that the aroma and taste of warm fries is always just a t-rex hand away while you’re watching Netflix. because we never want to see a fry-less moodie.hoodie, we made it so that all owners of the merch have an endless lifetime supply of free fries from Skapto. results our comfywear line sold out in about the time it takes to binge Queen’s Gambit. Direct advertisement created by proof., Bulgaria for Skapto, within the category: Food.

This garden set is flexible. As your relationship could be. Film advertisement created by the Smarts, Bulgaria for IKEA, within the category: House, Garden.

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

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.

Film advertisement created by Saatchi & Saatchi, Bulgaria for Audi, within the category: Automotive.

A1 Wallet. You go out with just a phone. You get back with a story. The most memorable moments are not planned. A1 Wallet gives you the freedom to live them at the fullest and even have a plan for the unplanned. Now you can afford to go out with just a phone, experience interesting things, meet new people, do stuff, go places and come back home with a whole new story. Film advertisement created by Saatchi & Saatchi, Bulgaria for A1 Bulgaria, within the category: Finance.

Music competition - LED bulbs vs. traditional bulbs Film advertisement created by NRG brands, Bulgaria for V-TAC, within the category: House, Garden.

15 cities, 50 stages, 150 plays. In one night only... That is what Theatres Night is all about. We inviited two famous Bulgarian theatre actors - Julian Vergov and Luiza Grigorova to take part in our commercial and show exactly what this theatre marathon looks like. Film advertisement created by the Smarts, Bulgaria for Theatres Night, within the category: Recreation, Leisure.

For 48 hours IKEA Bulgaria was only rrrRRrr-ing in every Facebook post and comment. Was it strange? Sure. But also on purpose. Digital advertisement created by the Smarts, Bulgaria for IKEA, within the category: House, Garden.

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.