shh

Creative idea

The phrase “Shhh. The film is starting.” — usually just cinema etiquette — was redefined into a cultural shield. After far-right activists attacked Sofia’s National Theatre and artists responded with hostility, Sofia Film Fest refused to take sides. Instead, it invited everyone — left, right, radical, moderate — to sit together in silence before the screen. The campaign visualized this idea through striking pairings of opposites: a fake Donald Trump next to a Mexican migrant, a priest next to a drag queen, a policeman next to a protester. People who would never share the same space in real life were shown united in the darkness of cinema.

Brand name: Sofia Film Fest
Advertiser / client: Sofia Film Fest
Product / service: Sofia Film Fest
Campaign name: shh
Agency network: INDEPENDENT AGENCY
Agency: proof., Sofia
Media agency: proof.
Additional company: positive possum
Production company: positive possum
Web address: https://siff.bg/
Agency chief executive officer: Sava Ahmakov
Chief creative officer: Angel Iskrev
Executive creative director: Angel Iskrev
Creative director: Angel Iskrev
Art director: Emanuela Belovarski
Copywriter: Zhivko Bozdanski
Designer: Max Tassev
Account director (agency): Petia Georgieva
Client account director: Lyubomir Kashilski
Media director: Maria Petrova
Film production: Viktor Velkov
Director: Drago Sholev
Director of photography: Boris Slavkov
Music: Kaloyan Dimitrov
Agency producer: Petia Georgieva