BG in EU: 10 years older

Creative case study

As the summer is slowly slipping away, we hit the screen with a new series of videos we recently made for the European Commission Representation and the European Parliament Information Office in Bulgaria. Sounds serious, isn't it. We promise it ain’t be.

For the last couple of months our team worked hard to write, cast, produce and film the anniversary campaign for the European institutions that represents the EU in Bulgaria.

The task

To raise awareness on the occasion of the 10th anniversary of Bulgaria’s accession to the European Union. Raise awareness about what changed in the country in the past decade, but also to challenge recent Eurosceptic ideas, which are becoming stronger.

One of the main tools to measure the achievements for the last 10 years is a dedicated study - a research on the positive and negative sides of the membership, based on which the creative content and the concept are built.

The headline of the campaign was outlined in the brief is as follows:

BG10xEU = A word game – Bulgarians often use the abbreviation 10x for saying "Thanks" on chats and social media. At the same time it refers to 10 times a year as a EU member state. The #BG10xEU is to be a highly used hashtag over social media over the year.

The problem

Trust in EU institutions makes a marked drop (from 56% to 42% (-12%) in the autumn of 2015 Eurobarometer survey). The drop in the trust in EP and EC is quite significant – 11 percentage points. Fortunately for EU institutions, the trust in EU is still much higher than the trust in national institutions - for example 3⁄4 of Bulgarians do not trust the National Parliament.

Another factor is the national discourse of addressing the past. Bulgarians often refer to the time “BEFORE” as an époque where everything good, beneficial and positive resides. “It was better back then” is the punch line we need to fight. Even thought this past is mostly conserving the socialist era, however some Bulgarians, especially elders, are still being euro sceptical. Therefore, we needed to show them the better side of the membership by some real, tangible dimensions.

The solution

How can one objectively trace the progress that a whole country has made on the course of 10 years? One way is to analyse numbers, draw pie-charts, compare bars and lines and outline the statistics of the progress made. Another path is to dig into the subtle changes one cannot measure with numbers, the invisible disruptions of the psychology, lifestyle or habits. How have Bulgarians changed for the last 10 years?

First route is the rational one, providing with practical proofs for the benefits, and the latter is emotional, that actually raises the message on a higher level. For we have used both approaches, creating a synergetic creative concept that covers all the doubts of the audience, and answers all the pros and cons of the Bulgarian audience on the subject of the EU Membership.

The creative concept

We designed two general lines of communication addressing the two major drives - the rational and the emotional one.

The rational one was covered by a short animation video explaining the situation BEFORE AND AFTER. It provides information on some of the major areas of change, such as remuneration rates, educational mobility, EU travels, infrastructure, low cost flights and housing loans.

Fair enough for the statistics crowd. But we bet there is something beyond all these numbers that would really move people, and it can hardly be measured on an excel sheet.

So we based the second part of the campaign on the statement that the best way to measure a progress of a whole country is to look at its children. We thought how cool it would be to talk to some kids who were born during the last 10 years of time, over the course of the Bulgarian membership in the EU. Because they are the representatives of the real events, we stated.

Our reference point were, of course, were adults. Duh, you just thought it’s finally getting funny, didn't you? Wait for it.

We sat down 4 kids and 4 adult celebrities and get them to talk about serious topics as EU, the future EU member states, Brexit, the Universe and everything else.

VO in ENGLISH:

How long is 10 years? Is it a lot? Is it too little?

If you get to ask the EU-experts, they would say that

“10 years is just the beginning of our membership and so on”

OK then, what if we ask a slightly different kind of experts?

The 10 years old ones

The kids who were born 10 years ago

The kids who grew up in Bulgaria being part of the EU

Lets ask them!

Want some more creative projects? Stay tuned - new video is to be released soon!

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