telling the absolute truth for everyone to see with some honest billboards

Brief

Skapto Burgers are a small burger chain in Sofia, Bulgaria. The food on the menu is always home-made, using fresh natural ingredients.

Skapto(formerly known as Skaptobara&Skaptoburger) was launching a new platform and a name the honest way. We had to make a proper outdoor campaign.

Idea

Skapto is a brand that speaks directly to the people. It doesn’t dance around subjects. With that in mind, we wanted to take it to the next level. Outdoor ads are full of busy backgrounds and useless info. And that’s why ours had to have a simple and genuine message to stand out.

Execution

We launched the Skapto campaign with big, honest billboards all around the city. The message was so straightforward it stopped people in their tracks:

This billboard cost us 117 burgers; Just to tell you that there is 100% fresh ground veal in them

This billboard cost us 117 burgers; Just to tell you that the veal in them has never stepped into a freezer

We pushed things even further by bringing this truthfulness into Skapto’s social media by spending 5 burgers on a sponsored post. Just invite you to our birthday.

Results

Honesty is always the right choice, here’s the proof:

We received an enormous amount of love from people all over the city who saw the billboards.

The campaign resulted in Skapto’s messages getting flooded with pictures of the Honest Billboards, but also a very neat 12.6% ER.

Just speak the truth, people.

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creative director: angel iskrev
copywriter: tsvetoslav tsonev — tsuro
graphic designer: radoslav panev

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