The Great Swap

Entry code: S020GD19Agency: McCann SofiaAdvertiser / client: Bulgarian Ministry of Tourism
Group: S Activation

Campaign idea

Having the data that UK citizens are the greatest bargain-hunters in Europe we offered them a deal thus drawing their attention to Bulgaria. As each country has something the other one needs, we created The Big Bargain: a campaign trading sunny weather for British humour. We invited Brits to trade their best joke at the campaign’s website for the chance to win a free sunny holiday in Bulgaria.

  • Brand name: Bulgaria
  • Advertiser / client: Bulgarian Ministry of Tourism
  • Product / service: Tourism
  • Campaign name: The Big Bargain
  • Agency network: MCCANN WORLDGROUP
  • Agency: McCann Sofia
  • Executive creative director: Tsanka Krousheva
  • Creative director: Ivan Kirov
  • Art director: Boris Bratkov
  • Copywriter: Ester Simonia, Marta Pramova
  • Designer: Ivaylo Ivanov
  • Account director (agency): Dilyana Dragomirova
  • Client account director: Annie Haralambieva
  • Media director: Anelia Genova
  • Managing director: Desislava Olovanova
  • Strategic planner / strategist: Tsanka Krousheva, Ivan Kirov
  • Pr director: Marta Pramova
  • Photographer: Dimitar Karanikolov
  • Digital strategist: Tsanka Krousheva, Ivan Kirov