Help on an Iron Horse

Creative idea

The pandemic brought the poor Pirin region, who fully rely on tourism, to the brink of survival. Also, the last remaining Narrow-Gauge Railway in Bulgaria, which serves the local communities, was facing closing due to decreasing profitability. The local beer Pirinsko decided to step up. We took over the “lost-cause” train, fully transformed it and turn it into a 6 HOUR BEER TRAIN EXPERIENCE to attract tourists. We also dedicated our entire communication (TVC, OOH, Print, Digital) to promoting the train as the ultimate way to experience the Pirin region.

Brand name: Pirinsko
Advertiser / client: Carlsberg Bulgaria
Product / service: Beer
Campaign name: Help on an Iron Horse
Agency network: INDEPENDENT AGENCY
Agency: Noble Graphics, Sofia
Additional company: Switch Productions, Sofia
Production company: Switch Productions
Creative director: Maria Milusheva
Art director: Emiliyana Kancheva
Copywriter: Mina Prodanova
Designer: Kaloyan Tinchev
Client account director: Samuil Petkov
Managing director: Ivo Altanov
Strategic planner / strategist: Zhelez Atanasov
Photographer: Krasimir Andonov
Director of photography: Krasimir Andonov
Agency producer: Nikoleta Marinova
Event production: Ivaylo Bojkov