recycled clichés

Creative idea

In 2025, Sofia faced a waste crisis widely perceived as driven by mafia-controlled interests and political pressure around garbage management. Trash flooded the streets, exposing a system that had visibly failed — and deepening a long-standing distrust in institutions. But one thing still worked. Unlike municipal waste collection, recycling operates through a separate, independent system — one that continued to function even when everything else broke down. That became our opportunity. To blend in as “just another ad”, we recycled advertising clichés but only from products that can actually be recycled.

Brand name: Ecopack
Advertiser / client: Ecopack
Product / service: Packaging Recovery
Campaign name: recycled clichés
Agency network: INDEPENDENT AGENCY
Agency: proof.
Additional company: proof.
Agency chief executive officer: Sava Ahmakov
Chief creative officer: Angel Iskrev
Executive creative director: Angel Iskrev
Creative director: Angel Iskrev
Art director: Boyana Aleksieva
Copywriter: kristiyan stoyanov
Designer: margarita vassileva
Account director (agency): sava ahmakov
Film production: possitive possum
Director: hristin
Director of photography: dimitar tenev