“Business” is a dirty word.
Business in Bulgaria is often thought of as something “dirty”, related to corruption, money laundering and shady operations. That’s not a fair attitude for the thousands of business people, for whom their business is a hard and honest way to earn their living and contribute to society’s wellbeing. To communicate DSK Bank’s business centers and offers, we wanted to show the business people our respect and appreciation for their efforts, so we turned the unfair perception on its head. So we used the “dirty” word to describe all the hardships that business people meet in order to achieve the best results in their everyday honest and respectful job, that helps not only them, but all of us to live better.