In 2018 the first mobile provider and biggest telecom in Bulgaria completed its rebranding process becoming A1. Our task was to make people understand what A1 stands for in the context of Christmas.

We all know that Christmas is about spending more time with our loved ones. However, when the time comes we often spend more time in the shopping malls, wondering about “the perfect gift”. We have forgotten those special moments and experiences we create with and for the ones we love.
Christmas is all about the connection. And connection is not just being in the same place, but being together, not just hearing, but listening to each other. And when there's connection, it is then that wishes really do come true. We reminded people that the best gifts for Christmas are not things at all.

The ad series scored the highest ad liking results in the brand's history (since 2015) - both ads received 80% ad liking. The ad series performed better than the average in all indicators: Good brand feeling, Enjoyment, Appeal, Originality, Credibility, Brand fit and Motivation. Although it was planned as an image campaign, it even managed to increase sales with 3% in mobile and 15% in fixed services (compared to the last year's period).