Turn your passion into profession.

Silver Star is the official representative of Mercedes-Benz in Bulgaria.
In 2024 while expanding its local business, the company was facing a serious challenge: a growing shortage of young talent across multiple free positions – from mechanics and sales consultants to customer service specialists.

As an agency, our task was to inspire young people to apply for jobs at Silver Star. But the real obstacle went even deeper. A lot of people in Bulgaria, aged 18–28 are not actively looking for jobs, they live with their parents, they ignore job listings and simply don’t notice advertising. Many of them don’t even see having a job as something worth aspiring to.

One thing, however, still captures their attention: nice cars – especially Mercedes-Benz.

That’s why we chose a non-traditional medium combined with a message that challenges the classic idea of “going to work”. Our insight was simple: if you have a passion, you can earn your living from it, and you will never feel like you’re working at all.
So, we partnered with one of the city’s busiest bus lines, operated entirely by Mercedes-Benz buses ( well a little bit old, but still), and fully branded several vehicles. Each bus was completely transformed to resemble a Mercedes-Benz car carrier, loaded with some of the brand’s most desirable models.
The entire experience was brought together by one clear message:
Turn your passion into a profession.
The result went far beyond visibility. The 2 buses (actually we brand only 2 due to high Municipality rental fee) quickly became a popular photo and video attraction among young men and boys, spreading across social media. Job applications showed a steady growth. And our client was happy.