watch

Creative idea

In Europe, there are 11 long-distance hiking trails. One of them, the E8, passes through Bulgaria, specifically through the Rhodope Mountains. The Bulgarian section of the trail has been neglected: it lacks proper markings, a GPS track, and information about water sources and places to stay. In 2023, the mineral water brand 'Velingrad' – from the town of Velingrad in the Rhodope Mountains – created the website e8.velingradvoda.bg, gathering all the necessary information. To advertise and promote it among hiking enthusiasts, they used something only hikers witness (and sometimes fall victim to) – the bright sun.

Brand name: Velingrad
Advertiser / client: Tymbark Bulgaria
Product / service: mineral water
Campaign name: sunburned
Agency network: INDEPENDENT AGENCY
Agency: proof., Sofia
Media agency: proof.
Additional company: pudding:
Production company: pudding:
Creative director: angel iskrev
Art director: ilian iliev
Copywriter: kristiyan stoyanov
Designer: alexandra vacheva
Account director (agency): sanya stefanova
Managing director: sava ahmakov
Strategic planner / strategist: nikolay dievski
Photographer: zlatimir arakliev
Agency producer: zlatina teneva