Finlandia:
Cabinets of Wisdom
Case Study

Task

To create an experiential marketing campaign in line with Finlandia’s latest platform “1000 Years of Less Ordinary Wisdom”, and to generate a lot of PR and word of mouth.


Insight

The Bulgarian audience reacts very passionately to topics concerning national identity and the way foreigners see our culture.


Idea

Bulgaria already has its own wisdom — collected in numerous peculiar proverbs.

But how would a foreigner understand these proverbs without any local context?

Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm

CABINETS OF WISDOM

With the help of Studio Komplekt we selected six Finnish creatives and gave them the task to interpret a popular Bulgarian proverb as a work of art.

Each artist had to display their interpretation as the contents of a Cabinet of Wisdom — exposition design, inspired by the Renaissance period Cabinets of Curiosities. The Cabinets were created by stage designer Eva Ventova, using vintage Bulgarian furniture.

The final works were displayed in a pop-up exhibition in the centre of Sofia.

Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm

Website

The exhibition was recreated as an abstract online experience further encouraging the exploration of Bulgarian wisdoms and their artistic interpretations.

Zine

A limited-edition zine was designed for visitors to keep after the event.

Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm

Event Video

Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm
Cabinets of Wisodm

Results

4,500 visitors in 10 days

Publications in over 40 online and print media

The campaign was featured on 5 television channels with over 25 minutes of screen time

The total PR value was 182 000 BGN with 0 lv. spent

Gold, FARA 2017

Events

Bronze, FARA 2017

Art Direction