24.03.2025
Fourth-year students from the Faculty of Economics and Business Administration at Sofia University “St. Kliment Ohridski” took part in an innovative gamified workshop as part of the Advertising course, led by Dr. Aleksey Potebnya. The session was held in the cozy atmosphere of Vivent bookstore, located just 300 meters from the Faculty of Economics and Business Administration, in the Iztok district of Sofia.
The event was made possible with the support of Mrs. Teodora Veleva, manager and owner of Vivent, who not only hosted the students but also shared her valuable experience in organizing cultural and communication-focused events.
The workshop aimed to stimulate creativity in crafting advertising messages through techniques such as brainstorming and working with literary excerpts. The methodology was developed by the Transformational Gamification Lab, part of the Department of Business Administration, and featured three distinct creative rounds.
In the first round, students were challenged to create an ad message inspired by the plot of a randomly selected book. In the second, they improvised using random excerpts exchanged between participants. In the third round, they were free to choose a favorite passage and build their communication concept around it. Each team had to present their message along with the context, character, call to action, and visual framework – all without the use of digital devices, relying solely on pen and paper.
The students demonstrated exceptional creativity and engagement, and Mrs. Veleva remarked that results from such formats are always impressive and inspiring.
Dr. Aleksey Potebnya expressed his sincere gratitude to the team at Vivent bookstore (27 Major Yuri Gagarin Street, Sofia) for their collaboration and the inspiring setting. He encouraged both students and faculty members to visit the bookstore whenever they seek a place for inspiration and meaningful cultural encounters.