A New Stage of Convenience

The campaign’s objective was to communicate the transition from paper to electronic food vouchers in the most accessible and engaging way possible. This meant highlighting the convenience of bcard e-vouchers resulting in easier in-store transactions, reduced waiting times, and additional payment options. To simplify the complex message for a broad audience, we opted for creating a mascot that would be both relatable and informative. The bcrad character served as a cheerful guide, a helpful colleague, and a wallet buddy, illustrating the benefits of switching to Borica’s e-vouchers in a fun and engaging manner.

As part of the campaign, we also produced one long-format video designed to explain the transition, on the one hand, and create a clear association between the card and food/groceries, on the other hand, since it deals with electronic transactions only. Additionally, we made four short, punchy clips tailored for social media, each equally informative and engaging. To reinforce the idea of food as the central theme, and avoid any direct reference to physical money, we chose a colour palette filled with vibrant colours—primary bright green, three complementary shades of green, and a sunny yellow.

The connection with food was further reinforced by illustrations of food products in different contexts. For example, to directly associate the bcard with food, we depicted supermarket shelves, while indirect references included restaurant tables and other arrangements. Furthermore, the video’s final scene features a “kaleidoscope” of food products spinning in the background behind the map of Bulgaria, which occupies a central place in the frame.