Janet 45 - "The Book Of Ignorance"

Saatchi & Saatchi

Saatchi & Saatchi Sofia, Bulgaria

2290

Title	The Book Of Ignorance
Agency	Saatchi & Saatchi
Campaign	The Book Of Ignorance
Advertiser	Janet 45
Brand	Janet 45
Date of First Broadcast/Publication	2018
Business Sector	Newspapers, Magazines, Books
Philosophy	The Cyrillic alphabet is about to vanish in the country where it originally came from – Bulgaria. The reason? It’s a bit inconvenient for texting. All this results in illiteracy in the population. To make Bulgarians want their alphabet back we showed them what would happen if we stopped caring about it. On May 24th, Bulgaria’s national holiday dedicated to the Cyrillic alphabet, we published the most iconic and beloved Bulgarian novel ‘Under the yoke’ entirely translated in chat slang and placed it in the largest bookstores in the country.
Media Type	Collectible Design
Length	116 seconds
Executive Creative Director	Konstantin Trendafilov
Creative Director	Petya Savova
Creative Director	Radomir Ivanov
Art Director	Petya Savova
Copywriter	Petar Pacholov
Copywriter	Alexander Bratimirov
Designer	Kaloyan Tinchev
Account Director	Ivan Totev
Client Director	Kristina Petrova
Planning Director	Julieta Jeleva
Illustrator	Petya Savova
Illustrator	Kaloyan Tinchev
Producer	Kiril Gerenov
Music	Kaloyan Dimitrov
Digital creation	Robert Shunev