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Creative Director: Yordan Zhechev Account Director: Yoana Pancheva Account executive: Vesselina Tasheva Producer: Nikoleta Marinova Director: Iva… Read More
Creative Director: Yordan Zhechev Account Director: Yoana Pancheva Account executive: Vesselina Tasheva Producer: Nikoleta Marinova Director: Ivailo Minov Photography: Bliss (www.bliss.bg) Case study: Vasil Petrakov Read Less
Published:
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.