THE LANGUAGE THAT GIVES THEM A VOICE
Title | THE LANGUAGE THAT GIVES THEM A VOICE |
Brand | SOFIA INTERNATIONAL LITERARY FESTIVAL |
Product/Service | SOFIA INTERNATIONAL LITERARY FESTIVAL |
Category |
A01. Glass |
Entrant
|
THE SMARTS Sofia, BULGARIA
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
Credits
Pavlina Boneva |
The Smarts |
Creative Director |
Ana Mladenova |
The Smarts |
Creative Director |
Georgi Zlatkov |
The Smarts |
Creative Director |
Olga Stoycheva |
The Smarts |
Art Director |
Vesselin Trandov |
The Smarts |
Copywriter |
Maria Panayotova |
The Smarts |
Account Director |
Background
The focus of 2019 Sofia International Literary Festival was to present authors, writing in French language on 5 continents, stressing on quite sensitive topics such as violence, racism, gender equity.
Describe the cultural / social / political climate in your region and the significance of your campaign within this context
Gender equity is a sensitive topic in our region - due to the mix of religions in Bulgaria. The print ad that we created was provocative and quite brave for our audience. So it worked well for the festival.
Describe the creative idea
We wanted to say something simple: A book is not just a piece of art. A book has the power to tell the truth.
Describe the strategy
As a literary festival its aim was to gather the attention of readers. But in this case we wanted to attract the readers who are ready to face the truth about gender equity. So we used magazines and websites that are on the "brave" side.
Describe the execution
We wanted to create an overall feeling of a strange combination - Muslim woman with a book that reveals instead of covering - and all that illustrated in a style, typical for the icons in Christianity.
Describe the results / impact
The ad itself provoked many discussions. Some were happy, some were angry, some were furious. But most of them came to the literary festival.