ABOUT

A cab ride was easily among the most dreaded experiences for the citizens and visitors of late-noughties Sofia. Represented by either dysfunctional driver co-ops or lone-wolf renegades, the taxi business was positively interested in anything but customer satisfaction. The vehicles were old, unreliable and dirty while the unfriendly, often chain-smoking drivers picked fares, operated the metre and chose routes as they pleased.

It was in this setting that Eurolease, a local insurance company, boldly branched out into the taxi business. The pitch debriefing sessions introduced us to the key people behind the company whose ideas and indeed the values underwriting the new venture were so endearingly, contagiously old-fashioned that a simiilarly old-school solution seemed the only option. The winning idea was sold in a fifteen-minute meeting with no visual aids other than a Dürer coffee table book.