“It’s not a dog, but it loves walks.” “It peeks out among the Clever Friday discounts. What is it?” “Discover all the Christmas gifts your loved ones are hinting at.”
“It’s not a singer, yet it plays songs.” “It lives among the Clever Friday discounts. What is it?” “Discover all the Christmas gifts your loved ones are hinting at.”
“It’s not a flower, yet it smells wonderful.” “It will shine among the Clever Friday discounts. What is it?” “Discover all the Christmas gifts your loved ones are hinting at.”
Description
Mall Plovdiv has long reimagined Black Friday as Clever Friday — a celebration of the city’s reputation for wit and smart choices.
This year the campaign was inspired by a familiar holiday ritual: instead of asking directly for Christmas gifts, people drop subtle hints to their loved ones. Conversations become playful riddles.
The campaign turned those hints into a series of illustrated puzzles titled “What Am I?”. Each visual teased a gift through clues rather than showing it directly, inviting people to guess before buying.
To connect the idea with local culture, the visuals were created by Plovdiv-based illustrators in a nostalgic style inspired by Bulgarian book illustrations from the 1970s and the folklore hero Clever Pete, famous for solving problems with wit.
By blending riddles, illustration, and cultural nostalgia, Clever Friday transformed holiday shopping into a playful game of clever guesses.
This professional campaign titled 'clever friday' was published on November 08, 2026. It was created for the brand: Mall Plovdiv, by ad agency: proof.. This Digital, OOH Outdoor, and Print media campaign contains 3 media assets. It was submitted 1 day ago by creative director: Angel Iskrev of proof..
