The Awakeners’ Team

The Awakeners’ Team was a pro-bono PR-led special event for Teach for Bulgaria Foundation that turned Nov 1st, Bulgarian national Awakeners’ Day, into a live, participatory launch for modern education. We created Bulgaria’s first charity gaming football tournament in a localized EA Sports FC mod powered by AI-generated historic Awakeners.

The campaign goal was to turn Bulgarian Awakeners’ Day (Nov 1) into the launch of a live, tech-powered team experience—culminating in the Nov 22 charity tournament—that makes education feel joinable and converts passive respect into real participation (watch, wear, donate) for better schools.

The launch was built around a single event moment: a 5-hour live tournament where public figures and creators played on stream alongside AI-recreated Awakeners—while audiences joined in real time through watching, donating, and buying the team jersey as a badge of belonging.

The event format made the cause instantly understandable and highly “broadcastable”—turning an awareness message into a shared cultural moment with measurable participation and earned media momentum.