Fair Play Above All Else

Creative idea

Levski and CSKA are Bulgaria’s biggest football teams. They’re also each other’s biggest enemies. In 2022, CSKA dished out a provocation, displaying a large banner with the words “We’ll always be greater than you”: a reference to a historic CSKA win. Palms Bet – Levski’s official sponsor – decided to respond. At the next match between the teams, we flew a large banner with the words “Play for a beautiful, fair victory” – a quote from Gundi, a legendary Levski player – above the National Stadium, reminding everyone of what’s truly important in football.

Brand name: Palms Bet
Advertiser / client: Palms Bet
Product / service: Online gambling and casino provider
Campaign name: Fair Play Above All Else
Agency network: INDEPENDENT AGENCY
Agency: HUMAN, Sofia
Production company: HUMAN Production
Executive creative director: Alexander Bratimirov
Creative director: Konstantin Trendafilov
Art director: Kristiana Vulcheva
Copywriter: Petar Evtimov
Agency producer: Nikola Tsanov
Post production producer: Dobriana Yordanova