For the first time since entering the Bulgarian market, Lenovo invested in the production of a large-scale local advertising campaign, filmed entirely in Bulgaria and featuring well-known Bulgarian personalities.
The heartfelt spot is part of the global Hello Moto campaign and is dedicated to the connections that change us – those human stories in which we all recognize a piece of ourselves.
The project features real-life couples, not professional actors. Among them are Alen and Borislava, whose romantic hot-air balloon proposal in front of the Alexander Nevsky Cathedral touched the whole country only days before filming. The video also includes Duli and Kukushev from the music band RDMK, who bring authentic energy and emotion to the story.
The beautiful imagery is captured by acclaimed Bulgarian cinematographer Blagoy Momchilov, resulting in an emotional short film that blends Lenovo’s modern vision with the human side of technology.
What we did?
The creative concept and execution of the campaign were developed by Mate Bulgaria, Lenovo’s official communication agency in Bulgaria since 2015.
The team crafted the idea, the narrative direction, and the visual language of the film, shaping it into a powerful story about the connections that transform us – both our relationships with the people we love and our relationship with the technology that brings us together.
“We wanted to show that the Moto brand is not just about phones, but about the emotions, memories, and moments that connect people. Almost everyone here has owned a Motorola device – for many it was their very first phone. That emotion, that nostalgia, became the heart of the campaign,” shares Mila Krasteva, founder of Mate Bulgaria.
The campaign marked an important milestone in Lenovo’s local presence and demonstrated that the strength of a brand lies in the human stories it tells.
Watch the video below to experience Lenovo’s first Bulgarian commercial – a touching film about the connections that change everything.
