Shumensko Film Shumensko: The Social Network by Noble Graphics

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Shumensko: The Social Network

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Industry Beers and Ciders
Media Film
Agency Noble Graphics
Creative Director Chavdar Kenarov, Marsel Levi
Copywriter Victor Vidas
Strategic Planner Zhelez Atanasov
Production Noble Action Team
Released February 2011


Epica Awards 2011
Film Alcoholic drinks Silver

Credits & Description

Agency (city): Noble Graphics Creative Studio
Creative Director: Chavdar Kenarov, Marsel Levi
Copywriter: Victor Vidas
Art Director(s: Mirslav Krustev, Mihail Naydenov
Production Company (& City): Noble Action Team
Film Director: Stoyan Radev
Production Company Producer: Eddie Schwartz
Agency Producer: Vera Svarc
Strategic Planner : Zhelez Atanasov
Short explanation

The idea behind the commercial is to present what facebook would have looked like if it had been invented back in 1882. The core strategy behind the campaign is that Shumensko beer is the genuine social network that gets people gathers.
The commercial imitates a silent black and white film from the end of the 19th century. We even added the traditional title cards. The whole commercial is a mix of different mini stories that make a direct reference to facebook by using its peculiar language: a young lady showing off in her new dress – “14 people commented on Miss Mimi’s new dress”; people starting a fight in a bar – “7 people changed their profiles”; two people urinating on a wall – “2 people wrote on entrepreneur Petrov’s wall” and others. Shumensko however is a step ahead of facebook because it gets people together for real since 1882. That makes the brand the oldest social network in Bulgaria.


Shumensko is a well known Bulgarian beer brand. It was established back in 1882. The communication of the brand has always been orientated around two main things: tradition and humor.