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Easy Credit, Bulgaria’s leading lender of small consumer loans, introduced White Card, a highly accessible credit card tailored to the needs of a very broad demographic. According to the brief, the main selling point that had to be communicated was the opportunity the product presented to start afresh regardless of past financial indiscretions or lack of credit history. With a premise and product name like these, it’s small wonder we went all Morgan Freeman. The campaign–a first foray into TV for the client—was deemed a resounding success when within weeks of airing, the personnel of their call centre had to be practically doubled due to the avalanche of inquiries.