after fairtown for klear and the headlights for lidl, this is our third time in lürzer’s archive — with a third different client. clever friday for mall plovdiv started with one question: what does black friday feel like in plovdiv?

we flipped the brief into something more local, more playful, more clever — because if you’re clever enough, everything you buy can have more than one purpose. from billboards to social, the campaign lived in the city before it lived in the archive.

"getting into the archive is never the goal. getting the idea to feel simple and inevitable — that’s when the work works." — angel iskrev

back to work.