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Bēhance

Mila say hello

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  • DDB Sofia's last campaign for M-Tel and their subbrand - the youth network Loop. 
    end of 2010.
  • THIS IS MILA.
    We chose her by her tweets, because she had a lovely writing style and
    by her facebook because of the incredible photos she had.
  • Styling
    SHE DRESSES LIKE THAT
    and that's how we portrayed her. With the clothes she sleeps,
    drinks her coffee in the morning, goes out shopping, goes out at night.
  • webisodes
    AND SHE ACTS LIKE THAT.
    we followed her with a camera day and night,
    captured everything she does in a series of documentary webisodes.
  • print
    it was a turning point in the design of Loop materials. Until this campaign the brand used Stencil fonts and pseudo-skate grungy visuals.  Here we chose a bold slanted Helen (Helvetica) font and used it big, in-your-face, visible and on top of the graphic.
  • online
    loop.bg/hello follows the same visual style as the print materials. The website allowed the users to follow Mila's story in webisodes and photos.
     
    It also had a section where it allowed them to send a free SMS to a random person from the Loop network. The receiver, of course, had to be registered to receive such messages.
  • A short case study for the campaign. In Bulgarian.