Fjällräven – Map of Vitosha
In May 2021 Bulgaria was finally out of its 3rd Covid-19 lockdown. Access to sports facilities was denied for a long period of time, but with the warm weather people craved for some type of physical activity that would soothe both their body and mind. Working with a brand like Fjällräven – Swedish-born premium mountaineering equipment manufacturer, made United Partners organize a campaign that would garner the public’s attention towards the brand’s premium products. Fjällräven believes that every living soul should experience the glory of nature through habitual contact, whether that individual is a newcomer or seasoned traveller. But what if there doesn’t exist an easy way to do this? United Partners created a small but user-friendly printed map with unique tourist paths in Vitosha mountain to motivate people go out in nature. The map was distributed among pubs, bars, restaurants, co-working areas, huts, shops, etc. for free and sent to the brand ambassadors to share through their social media about the initiative.