Following the spirit of urban atmosphere and the younger generation, we decided to turn to the music that most clearly embodies it, namely Bulgarian hip hop. We took two of the most famous Bulgarian artists Zhlach and Grigovor to be the faces of the campaign and invited them to create a Brno manifesto. It was the lyrics they created that formed the basis of our campaign, which we divided into 3 main parts: teaser, teaser review and hip hop friendly fire tour round the country.
We divided the already created manifesto into 11 parts and dispersed it at different bus stops. And because we wanted to make it look like someone had “bombed” the stops, we decided to use real stencils and sprays to write the messages. Some of these messages also came to life as ambient installations in Plovdiv, Vanrna and Burgas. They were created by the independent artists of Destructive creation. Each installation was giving the visual appearance of the corresponding phrase. All this led to a great discussions and interest from the people on social networks, which was our goal.
At the finals, we supported Zhlach and Grigovor in their national tour called Friendly fire, where they performed not only their repertoire but also performed the first polite rap battles.