1 June Animation Alphabet

Task:
Create a campaign for the second, bigger edition of a special World Children’s Day cinema event: screenings of selected new Bulgarian animated movies for kids.

Solution:
We had the joy of creating last year’s campaign for the event and it proved to be a hit with kids and parents alike. But that success posed a challenge: how do you top it? Our approach was clear—build on the standout visual identity, reach a wider audience, and do it all with a fresh twist.

From the start, we knew we’d stick with unique character design and visual gags to create short teaser films that capture the spirit of animation and children’s humour.
This time, we drew inspiration from kids’ love of silly, made-up words. Our four main characters are playful word hybrids, each one made by three words starting with one of the Cyrillic letters in the Bulgarian word for “cinema”: К, И, Н, and О.

To match the educational theme, we opted for painted paper-like textures and simple polygonal shapes evoking playful, school-style papier-mâché.
A highlight of the process was involving our youngest team members, Theo (5) and Maxi (8), as voice actors. Their hilarious takes and tongue-twisted struggles with the hybrid words brought genuine laughter and prompted us to shape the motion design as a playful response to their spontaneous narration.

The result? See for yourself how amazingly entertaining it all turned out!

Client: Association of Bulgarian Animation Producers (ABAP)
Business: Media/Film
Production Year: 2025
Creative: ROBO LAB
Production, Animation & Motion Design: ROBO LAB
Music & Sound Design: ROBO LAB

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