If there is one format that instantly creates an association with national traditions and Bulgarian identity, it is the TV phenomenon "The Farm". In its last season, the format went by the motto "The Bridge of Time" and triumphed with a grand, long-awaited finale in December.

It was there that we naturally developed the partnership with Domaine Boyar through a thematic brand integration of BOLGARE wine, as a brand that preserves the timeless traditions of the Bulgarians and the power of family values.


On the stage of "The Farm", as a link to the motto of the season "The Bridge of Time", we positioned a branded wine case with special prizes from Domaine Boyar for each of the six finalists – a selection of BOLGARE wines, as a symbolic bridge to the Bulgarian way of life and culture.

In the exciting live finale, the award communicated the client's mission to strengthen the Bulgarian traditions in wine production.

Along with the BOLGARE wine selection, our partners from Domaine Boyar gave each of the six finalists a unique, individual folk costume expressing the beauty of Bulgarian embroidery. Each of the costumes was made especially for the particular participant, recreating the customs of the different regions of our country.

We enhanced the scene with an announcement from the host, interweaving the message and the connection of the BOLGARE brand with the magical power of embroidery, tradition, and attention to detail. We synchronized the announcement with a preview of the BOLGARE wine stand and a spectacular presentation of models dressed in the costumes, which reinforced the themes of patriotism, tradition, history, and customs.

Client: Domaine Boyar


Agency: Argent 2022

Season: Fall 2022

Channel: bTV

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