| Title | THE PNG CAMPAIGN |
| Brand | "BULGARIANS IN USA" |
| Product/Service | BULGARIAN ELECTIONS 2021 |
| Category |
C03. Co-Creation & User Generated Content |
|
Entrant
|
THE SMARTS Sofia, BULGARIA
|
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
|
PR
|
THE SMARTS Sofia, BULGARIA
|
|
Production
|
THE SMARTS Sofia, BULGARIA
|
|
Post Production
|
THE SMARTS Sofia, BULGARIA
|
Credits
| Pavlina Boneva |
The Smarts |
Creative Director |
| Georgi Zlatkov |
The Smarts |
Creative Director |
| Zhana Dakovska |
The Smarts |
Account Director |
| Anelia Alexandrova |
The Smarts |
Copywriter |
| Olga Stoycheva |
The Smarts |
Art Director |
| Elisaveta Vacheva |
The Smarts |
Graphic Designer |
Why is this work relevant for Social & Influencer?
This was a do-it-yourself campaign, co-created and distributed worldwide by the target group itself. We created a website where Bulgarians all over the world could upload a photo of the city they live in, then pull over our prepared PNG file, download the ready poster, print and distribute it in their local Bulgarian community.
Background
2021. In a year of lock-downs Bulgarians had to elect their parliament. 1/4 of all Bulgarian voters live abroad. But the authorities made nothing to help those people vote. On the contrary - a new voting law limited the polling places abroad - up to 35 polling sections in the non-EU countries. That means that people would need to travel for hours to vote, in a severe COVID world. Bulgarian voters abroad were totally neglected. Then a group of activists - "Bulgarians in USA" decided to provoke all Bulgarian communities around the world to promote the elections and motivate the voters.
Describe the creative idea (30% of vote)
We created a do-it-yourself campaign, called BULGARIA IS YOUR RIGHT. A simple website was done - you can upload a photo of the city you live in - then pull over the prepared PNG file with a beloved Bulgarian monument - thus you co-create a poster of your city landscape with this monument on it. Download the ready motivational poster, print it and distribute it in your local Bulgarian community - in restaurants, shops or groceries, owned by Bulgarians.
Describe the strategy (20% of vote)
There are more than 2 000 000 Bulgarians around the world, hard to be reached. We decided to catch them on the places they feel really "Bulgarian" - the restaurants, shops or groceries, owned by Bulgarians. The posters of the campaign were hand-made, not perfect, but full of patriotism. Made by the voters themselves.
Describe the execution (20% of vote)
We created a do-it-yourself campaign, called BULGARIA IS YOUR RIGHT. A simple website was done - you can upload a photo of the city you live in - then pull over the prepared PNG file with a beloved Bulgarian monument - thus you co-create a poster of your city landscape with this monument on it. Download the ready motivational poster, print it and distribute it in your local Bulgarian community - in restaurants, shops or groceries, owned by Bulgarians.
List the results (30% of vote)
1 750 000 Bulgarians abroad reached.
Posters downloaded from the website - on 352 locations worldwide.
+54 % elective activity - record for the past 20 yrs
The most important result - the newly elected parliament changed the voting law. The limit of the polling places abroad was removed.