Unfortunately, Bulgaria ranks last in EU for freedom of speech in media. Dnevnik is one of the few independent media. It’s overwhelmed by the propaganda and the fake news of the pro-government media. To stand its ground, Dnevnik launched a satiric campaign as a powerful weapon to attract attention and deliver a convincing message that they are not afraid to speak the truth. The campaign started with a series of videos and posters, each of which described the absurd career and metamorphosis of the politicians of the day.

Every politician was stylised with the help of simple geometric shapes, transforming each ad into a puzzle for adults. Simeon Sakskoburggotski, the world’s first king, who managed to rise to a Prime Minister, only so that he could fall down as a greedy landlord. Boyko Borisov, a former Prime Minister (back then), a leader of the opposition, who rarely sets foot in the Parliament, but meanwhile becomes the oldest professional football player in the world. Plamen Oresharski, the Prime Minister of the left government, began his political career as a Finance Minister of the right government. Delyan Peevski, gorged with media magnate, who made an almost successful attempt to lead the Bulgarian FBI. Ahmed Dogan who pulls the strings of the country from behind the curtains, survived unharmed a mock assault, organized probably by himself. Sergey Stanishev, another former Prime Minister, now a chairman of the European Socialists, a true communist, who hasn’t worked a minute in his life.

Following the success of the posters and videos in social media we launched a mobile game and a cheeky set of Viber stickers. The game gave the opportunity to walk in the shoes of the (yet again) prime minister Boyko Borisov and the minister Meglena Kuneva. Boyko was balancing between left and right, between east and west. The campaign was a huge success which explains why it later won two silvers at Effie and numerous gold awards at the local creative festival.