We repositioned Zagorka, one of Bulgaria’s oldest and most iconic beer brands, shifting its focus from an urban audience to the wider Bulgarian society. This isn’t a story of flawless landscapes or unattainable ideals; it’s about the people who hold close the things that matter, the ones who care less about how green the grass of the neighbour is, because they know the value of what’s under their feet. "The Good Here" embraces those who, despite everything, believe in pushing their community forward and creating something worthwhile together.
YEAR
2019
ROLE
Creative Direction
Script
Sales Mechanics
Web Design
SERVICES
Client: Heineken
Director: Drago Sholev
Production: Filmmaker
Agency: Nitram Communication
About the project
The TV spot captures this ethos, showing familiar scenes of people connected by purpose, shared memories, and determination. The narrative unfolds through ordinary yet powerful moments, where each image speaks to the ties that bind people together. In this campaign, Zagorka becomes more than just a beer — it’s a companion to those who build their lives here, side by side, facing challenges and joys alike. "The Good We Have Here" brings this message home, inviting viewers to celebrate what they share in their everyday lives.
Smooth Scroll
This will hide itself!
This will hide itself!
The Good Here
OVERVIEW
We repositioned Zagorka, one of Bulgaria’s oldest and most iconic beer brands, shifting its focus from an urban audience to the wider Bulgarian society. This isn’t a story of flawless landscapes or unattainable ideals; it’s about the people who hold close the things that matter, the ones who care less about how green the grass of the neighbour is, because they know the value of what’s under their feet. "The Good Here" embraces those who, despite everything, believe in pushing their community forward and creating something worthwhile together.
YEAR
2019
ROLE
Creative Direction
Script
Sales Mechanics
Web Design
SERVICES
Client: Heineken
Director: Drago Sholev
Production: Filmmaker
Agency: Nitram Communication
About the project
The TV spot captures this ethos, showing familiar scenes of people connected by purpose, shared memories, and determination. The narrative unfolds through ordinary yet powerful moments, where each image speaks to the ties that bind people together. In this campaign, Zagorka becomes more than just a beer — it’s a companion to those who build their lives here, side by side, facing challenges and joys alike. "The Good We Have Here" brings this message home, inviting viewers to celebrate what they share in their everyday lives.
Smooth Scroll
This will hide itself!
This will hide itself!
The Good Here
OVERVIEW
We repositioned Zagorka, one of Bulgaria’s oldest and most iconic beer brands, shifting its focus from an urban audience to the wider Bulgarian society. This isn’t a story of flawless landscapes or unattainable ideals; it’s about the people who hold close the things that matter, the ones who care less about how green the grass of the neighbour is, because they know the value of what’s under their feet. "The Good Here" embraces those who, despite everything, believe in pushing their community forward and creating something worthwhile together.
YEAR
2019
ROLE
Creative Direction
Script
Sales Mechanics
Web Design
SERVICES
Client: Heineken
Director: Drago Sholev
Production: Filmmaker
Agency: Nitram Communication
About the project
The TV spot captures this ethos, showing familiar scenes of people connected by purpose, shared memories, and determination. The narrative unfolds through ordinary yet powerful moments, where each image speaks to the ties that bind people together. In this campaign, Zagorka becomes more than just a beer — it’s a companion to those who build their lives here, side by side, facing challenges and joys alike. "The Good We Have Here" brings this message home, inviting viewers to celebrate what they share in their everyday lives.
Smooth Scroll
This will hide itself!
This will hide itself!