ABOUT

Natural gas pioneer Overgas began building Bulgaria’s gas network at the tail end of the 90s. Once a few cities and several neighbourhoods of the capital were up and running, the company decided to communicate the benefits of gas as a utility to drive up service subscriptions. The stage could not have been more perfectly set in a country traditionally over-reliant on coal and firewood for both domestic and industrial purposes in rural and urban areas alike. The concept favoured by the agency did not pass muster (it involved polar bears to such an extent we actually had somebody dressed like one gatecrash the presentation). Surprisingly, it was our second, much more somber offering that was eventually given the nod. The whole affair ended up being a one-off and while no definitive results were shared with us, the campaign did not go quietly into the night. Far from it – the controversial imagery and the strong language made sure Overgas trended intensely before there was trending.