THE APPLE THIEF’S NATURAL HEADQUARTERS
COVID-19 unpleasantly surprised the whole world, as well as absolutely every brand manager in it.
But one brand was more unpleasantly surprised than anyone else, and that was Bulgarian Facebook’s beloved real-time hero, The Apple Thief, who closed his social media accounts days before the “surprise” in an advertising stunt and, in the eye of the storm, was left without his only tribune from which to communicate with his fans in 2020.
And when we say “surprised”, we mean “a perfect storm”, because the Apple Thief has entered a full-bodied communicational crisis, provoked by the discontinued campaign due to changed market intentions and postponed innovations and rebranding.
In search of an urgent and credible reason to return from his announced “full withdrawal from the theft of apples”, the Apple Thief found inspiration in the newly emerging NATIONAL HQ briefing sessions, creating his own crisis NATURAL HQ, with which he gave his positive and smiling comment on every piece of stressful and depressing news, reminding people that even in the most difficult times, it’s easier to continue living with a smile on your face.