The Book Of Ignorance - campaign

Campaign idea

The Cyrillic alphabet is about to vanish in the country where it originally came from - Bulgaria. The reason? It's a bit inconvenient for texting. All this results in illiteracy in the population. To make Bulgarians want their alphabet back we showed them what would happen if we stopped caring about it. On May 24th, Bulgaria's national holiday dedicated to the Cyrillic alphabet, we published the most iconic and beloved Bulgarian novel 'Under the yoke' entirely translated in chat slang and placed it in the largest bookstores in the country.

Brand name: Janet 45
Advertiser / client: Janet 45
Product / service: Publisher
Campaign name: The Book Of Ignorance
Agency network:
Agency: Saatchi&Saatchi Sofia
Additional company: Janet 45
Production company: Saatchi&Saatchi Sofia
Web address: http://www.podigoto.bg/
Executive creative director: Konstantin Trendafilov
Creative director: Petya Savova, Radomir Ivanov
Art director: Petya Savova
Copywriter: Petar Pacholov, Alexander Bratimirov
Designer: Kaloyan Tinchev
Account director (agency): Ivan Totev
Client account director: Kristina Petrova
Senior planner: Julieta Jeleva
Illustrator: Petya Savova, Kaloyan Tinchev
Film production: Kiril Gerenov
Music: Kaloyan Dimitrov
Digital creative: Robert Shunev