setting
this July was election season in Bulgaria. and it was a big one. Bulgarian history was to be forged with ballots this 11.07, which is why voter turnout was more important than ever.
problem
many people have found their reasons to stay on the fence of voting. young people especially, have developed an apathy to forfeiting their vote in elections.
insight
not choosing is also a choice — the choice to let someone else choose for you.
idea
we used Skapto’s main medium — the burger — to remind people of what it feels like to choose not choosing. the new “I can’t choose” burger option in their menu put the unwanted randomness of a parliament you did not vote for, on a plate.
stunts through Skapto’s delivery system and at Bilkova bar met influencers, the media and other unsuspecting people upclose with a burger that they did not choose or order. each delivery was complemented by a manifesto urging them to #choosetovote — a message they gladly presented to their audiences.
results
influencers, big media and even the politicians up for election felt our message was worth sharing.
overnight our burger’s appeal towards voting became the talk of the town, organically reaching over 600,000 Bulgarians at home and abroad.
so on 11.07 it was the nation’s turn to #choosetovote.
client side: nikolay dievski
creative director: angel iskrev
creative lead: kalyan antonov
junior strategist: ekaterina mutafchieva
junior copywriter: boyan zlatarski
junior copywriter: krista yankova
graphic designer: boyana alexieva
junior graphic designer: filip shopov
account manager: lyubomir kashilski
chief morale booster director: cherry the doggo
production: pudding
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