the residents of one of the largest Bulgarian cities, Plovdiv, are known in folklore as some of the most shrewd people. Mall Plovdiv's patform - “In Tune with the City,” transformed Black Friday into Clever Friday, using illustrations of Bulgarian proverbs.

we invited three illustrators from studio PUNKT in Plovdiv, each specializing in a specific graphic technique, with the purpose of creating a series of 3 images for the Black Friday campaign. each illustration depicts a proverb in an original way, showcasing the artist’s distinctive style. the images are cleverly crafted, each providing a unique interpretation by the respective illustrator, all tied to the concept of the campaign. unified in a colorful palette inspired by the colors of Mall Plovdiv, aiming to achieve harmony in overall communication and a visually powerful message for the campaign.