One Introduction.
A Jar of Rose Jam.
The Campaign of the Year.
In the first months of CEOmoments, Svetlozar Dimitrov, CEO of euShipments, was connected to Nikolay Boykov, Executive Director of All Channels with the belief that these two people should be in the same conversation.
What followed became one of the most talked-about campaigns in Bulgarian advertising this year.
The Campaign that needed more than a logistics partner
All Channels were building "A Rose Is a Rose" - a campaign with UNHCR, the UN Refugee Agency. Rose jam, produced by refugees in Bulgaria, would travel internationally as a small jar carrying a message about tolerance and dignity.
The project had many moving variables. Timelines shifted. The socially driven nature of the work demanded a partner who could be flexible, fully committed, and trusted from day one.
And because Svetlozar and Nikolay already shared same values, the usual friction of a new partnership simply didn't exist. The team of euShipments stepped in, adapted as variables changed, and brought their full capability to work that - in pure commercial terms - wasn't their biggest account. But in every other sense, it was exactly the kind of work worth showing up for.
"What did you see in this project that made a logistics CEO say yes to a jar of rose jam?"
What I saw wasn't just a logistics project, but a message worth delivering. For us at euShipments.com, logistics has never been only about moving parcels from point A to point B, but about enabling ideas, stories, and values to reach further. This project stood out because it carried real meaning and impact, and that’s something we want to support as a company. The fact that we shared the same mindset with the team at All Channels made the decision even more natural. Sometimes the most valuable projects aren’t the biggest commercially, but the ones that truly matter.
"What made a one-email introduction enough to move forward with something that complex?"
For me, it wasn’t really about the email. It was about what you can read between the lines of it.
Sometimes you meet people where there’s immediate clarity - in how they think, what they value, and what they prioritize when there isn’t an obvious commercial upside. With Svetlozar, that clarity was there from the start. The conversation didn’t feel like a negotiation or a typical “new partner” process. It felt like alignment.
“A Rose Is a Rose” was never a standard project. It required flexibility, trust, and a willingness to engage beyond the brief because the brief itself was evolving. In those situations, you don’t choose partners based on credentials alone. You choose based on mindset.
The one email was enough because it carried credibility, not just professional, but personal. And when you’re working on something that has meaning beyond business, that kind of trust accelerates everything.
In the end, it confirmed something we strongly believe in: the right partnerships don’t start with long processes. They start with shared intent.
What the industry said
"A Rose Is a Rose" won Gold at BAPRA Bright Awards 2026, Campaign of the Year - judged by an international jury led by the President of ICCO. It is the second consecutive year All Channels has won with a campaign created for UNHCR, cementing it as one of their most emblematic bodies of work.
What this story is really about
This collaboration didn't transform either business overnight. No dramatic before-and-after.
But it revealed something that can't be manufactured in a networking event: character. Two leaders and their teams who chose engagement and following core beliefs over convenience. Two teams that were driven not by commercial logic, but by a shared belief that the work worth doing is the work that matters beyond the balance sheet.
Ready to give - as a way of operating.
That's the quality CEOmoments looks for when we curate every circle. Not the biggest title in the room but leaders who are willing to go beyond what a contract requires.
The jars traveled across countries. The award is on the shelf. The partnership is remembered.
Every circle has a story like this one. These are the bonds that build.
