2020 Glass: The Award For Change

THE LANGUAGE THAT GIVES THEM A VOICE

TitleTHE LANGUAGE THAT GIVES THEM A VOICE
BrandSOFIA INTERNATIONAL LITERARY FESTIVAL
Product/ServiceSOFIA INTERNATIONAL LITERARY FESTIVAL
Category A01. Glass
Entrant THE SMARTS Sofia, BULGARIA
Idea Creation THE SMARTS Sofia, BULGARIA
Credits
Name Company Position
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.