It is no secret that perfume brands across the board love to promise the art of seduction as readily available to their potential buyers.

Whereas in some cases the seduction ends up as a mere infatuation for both sides, in others the seducer and the seduced go on to embark into a relationship.

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The initial stages of any relationship are always filled with excitement.

In the second instance, that initial act of seduction is remembered as the spark that ignited it all and it fuels the relationship for some time to come.

Insight & Idea

But what happens after that initial spark of attraction ‘expires’? That’s easy. We simply remind ourselves…


Brief & Background

The Bulgarian market is literally flooded (pun never intended) with spring water brands. The general trend is for every single one of them to represent the place where it’s been sourced from.

Our client — Velingrad spring water — was no exception to that rule and yet it was. Sourced from the heart of the magical Rhodope mountains, it certainly does not get any purer than that.

The task at hand here was how to properly bring the purity of nature closer to the people while differentiating from the rest in the process?

Insight & Idea

It…


Brief

The past year clearly sucked for the most part but it had its divine perks as well. For example, April 2020 was a month-long 4:20.

Our burger buddies — Skapto — agreed that a month-long 4:20 was a big deal indeed.

Insight + Idea

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There are two essential things you should know about the 4:20 ritual:

Number one — the post-appetite is basically inextinguishable.

Number two — any crazy combo goes.

And both of these become obvious not long after 4:20. If at 4:19 there were frowns, at 4:21 there were smiles. …


Brief

We were contacted to take over all communication efforts for Tiger Energy Drink. At the time it was a brand on the cusp of existence. A tough task that required something drastically different to be brought to the table of Bulgarian digital advertising.

Idea

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We started from a very simple insight that energy drinks and gaming go hand in hand. But the folks that are deeply immersed in that culture tend to ignore lame marketing techniques.

So we had to be new and brave and very often that means stupid. An approach that can be characterized as dumbass genius…


Brief

Domestic violence is the terrifying reality of over a quarter of Bulgarian women. In times when people spend more and more time at home, Avon Bulgaria was looking to make a difference.

We got the task to shine a light on this contemporary problem.

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Idea

It all started with a behavioural insight — in most cases victims of physical and/or psychological abuse do not have a solid social circle they can trust and count on.

Many turn to Google and what we did is guide them to professional support.

Execution

We’ve created ads based on keywords and questions like:


Brief & Background

In an attempt to alleviate the negative financial effects from the pandemic, a prominent Bulgarian television provided free ad slots. The purpose — help local brands maintain at least a portion of their sales and bring awareness in such peculiar times.

And one of our more exciting burger-making clients — Skapto — was also granted several TV spots.

They took this opportunity to simply say ‘Thank you’ to their loyal audience.

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Insight & Idea

It is no secret that burger lovers are as loyal as it gets. …


Brief

Ebag — a Bulgarian online supermarket has been growing in times when people avoid queues and being stuck in traffic on their way to a physical store.

We had the task to build on their reputation with a platform and launch campaign about farmer products.

Idea

We looked at something everyone enjoys from shopping — the big pile of groceries on the kitchen table. You feel happy, the fridge feels happy. Ebag delivers the best out of shopping.

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We matched this insight with some hard working people who are actually responsible for tasty stuff that are on display at…


Brief

Pirinsko was about to launch its new product Pirinsko ICE, a beer, filtered below the point of freezing — at -1 degrees. Our goal was to highlight its icy freshness in a digital environment.

Idea

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We thought there is no better way to illustrate the crisp freshness of an ice cold beer than superimposing it on the warmest day of summer. That’s why we created icy-hot banners.

Execution

We used data from Bulgaria’s top weather-forecasting websites to integrate their real-time temperature forecast into dynamic banners. …


Brief

Actavis wanted to do something unusual to build brand awareness for their new product magnerich+ — an extension of their bestseller magnerich. They requested a rational approach, one that would set them apart from what people are used to seeing in the category.

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Insight & idea

Magnesium advertisements have been dominated by cliché stock footage of a woman clutching her calf in the overdramatized pain of a leg cramp, men on desks looking overworked and people furiously rubbing their foreheads.

What they often miss is that magnesium is not, in fact, a pain reliever. Rather it is a food…


Brief

Every year Avon Bulgaria has to connect with various influencers to promote their products. Yet, these influencers have partnership deals with a number of competing brands. In this way, influencers become detached from Avon’s products. Influencers are used merely as a media channel.

We had to figure out how to cooperate with influencers in the long run.

Idea

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Guided by Avon’s offline model (MLM Marketing) we decided to implement it into a digital environment. People who follow influencers want to be like them and aspire to their lifestyle. Often, among the followers, lies the next wave of macro-influencers.

Execution

proof.

proof. is a creative agency based in Sofia, Bulgaria. Young, striving and digitally-driven.

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