Client: Telenor Bulgaria
Creative Director: Yordan Zhechev
Producer: Dina Zaharieva, Christopher Bojilov
Director: Martin Iliev
DoP: Nenad Boroevich
Set Design: Sandra Stoycheva
Costume Designer: Sirma Chausheva
1AD: Nikola Palankov
Post Production: 5th Degree
Music: Lights & Motion - This Explosion Within
The latest Image campaign for the Bulgarian branch of Mr.Bricolage the well-known French retail chain offering home improvement and do-it-yourself goods.
Some wonderful and quirky characters unleash their hidden do-it-yourself masters and jazz up their houses and gardens.
Client: Mr. Bricolage
Agency: Noble Graphics
Production house: Switch Productions
Producer: Nikoleta Marinova
Creative director: Penko Kotov
Director: Martin Iliev
DoP: Alexander Stanishev
Production design: Severina Stoyanova
Costume design: Sirma Chausheva
1AD: Philip Andreev
Locations: On the Spot
Editing: Alexandra Nenkova
Color grading: Todor G. Todorov
Sound: Kamen Atansaov - kamenatanasov.com
New chapter of the campaign "The Power is in you", celebrating and encouraging the strong Bulgarian spirit. The new campaign is focused on the idea that hope is in the action and builds its story around one of the most specific and controversial words in Bulgarian language - "дано" (dano).
“Дано” (hopefully) is probably one of the most used words in Bulgarian language. I doubt it if such a word exists in any other language. Simply because “дано” is one of the most controversial words, charged with negative connotation, carrying so much pessimism. It reminds a little bit for the German word “jein” which means both yeas and no. Usually it is said in response to a question that appears to be a yes/no question but on later consideration is actually more complicated than that.
“DANO” is composed of two syllables - “yes” and “no”. If we have to translate it literary in English it would be something like - “yes but no”. At first you say “yes”, but right aſter you say “no”. In the first part you say something positive, there is a hope but right aſter it you bring the negative connotation... You start doubting, hesitating and rejecting thus undermining everything.
We all keep saying it. Dano we get better. Dano they don’t lie to us this time. Dano we live better one day. But the more we keep repeating it the more the echo will reply: Unlikely! Because while we keep hoping and waiting, we won’t have anything to be waiting for. How about removing this word? From our thoughts, from our lives. And replacing it with action. And instead of saying “Dano something nice happens” to make this nice thing happen. Let’s make efforts, let’s be informed, let’s share, let’s support ourselves, let us demand, let’s give, let’s carry responsibilities and let’s demand answers from those responsible.
Inexperienced, irresponsible, risky, lazy, frivolous, idealists, hovering in the clouds, too young... just a fraction of the prejudices that most of us have heard in our lives once we were young.
Stereotypes, prejudices and the confidence of the "grown-ups" that they know everything can sometimes be painful and stop us, to discourage us. But the truth is that when you are young, you are brave, ready to take risks and follow your dreams. The world, innovations, discoveries - they are often driven by young people that are still with fresh minds, full of energy and idealism. That is why we should support and encourage them, we should believe in them and help them go all the way.
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