New chapter of the campaign "The Power is in you", celebrating and encouraging the strong Bulgarian spirit. The new campaign is focused on the idea that hope is in the action and builds its story around one of the most specific and controversial words in Bulgarian language - "дано" (dano).
“Дано” (hopefully) is probably one of the most used words in Bulgarian language. I doubt it if such a word exists in any other language. Simply because “дано” is one of the most controversial words, charged with negative connotation, carrying so much pessimism. It reminds a little bit for the German word “jein” which means both yeas and no. Usually it is said in response to a question that appears to be a yes/no question but on later consideration is actually more complicated than that.
“DANO” is composed of two syllables - “yes” and “no”. If we have to translate it literary in English it would be something like - “yes but no”. At first you say “yes”, but right aſter you say “no”. In the first part you say something positive, there is a hope but right aſter it you bring the negative connotation... You start doubting, hesitating and rejecting thus undermining everything.
We all keep saying it. Dano we get better. Dano they don’t lie to us this time. Dano we live better one day. But the more we keep repeating it the more the echo will reply: Unlikely!
Because while we keep hoping and waiting, we won’t have anything to be waiting for.
How about removing this word? From our thoughts, from our lives. And replacing it with action.
And instead of saying “Dano something nice happens” to make this nice thing happen.
Let’s make efforts, let’s be informed, let’s share, let’s support ourselves, let us demand, let’s give, let’s carry responsibilities and let’s demand answers from those responsible.
Dir: Martin Iliev
DoP: Alexander Stanishev
Music: Kaloyan Dimitrov
Casting: Nina Boyanova
Production House: Apriori Production House
Producer: Alexander Bardarov
Prod. Designer: Nadejda Pachova
Agency: Huts JWT
Creative Director: Iliya lazarov
Art Director: Ivan Gurkov
Senior Copywriter: Maria Bikova
Client Service Director: Tatyana Kuchinova
Strategic Planner: Sashka Sashova