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Seen and noted
 As the baccalaureate exam takes place across Romania, DDB Romania in partnership with the Network to Prevent and Tackle Violence against Women (VIF) are raising the alarm on the existence of an abusive and traumatizing type of forensic testing to which young girls from Romania may be subjected: the virginity testing. By drawing a parallel between the exam through which teenagers step into adulthood (the baccalaureate exam) and the virginity testing which is still a practice in the forensic facilities across the country, the campaign #UnExaminable is aimed at removing these tests from the Romanian legislation, declared by the World Health Organization (WHO) as a violation of human rights. VIEW THE SPOT  Romania's employment market lacks trust in young people. So, McDonald's Romania decided that is time to change that, by reversing the stereotypes that one has about GenZ to prove them the opposite. We partnered up with one of the most popular young artists in the country, BRUJA, and launched a spoken poetry manifesto that reminded people of the #SomethingGood that McDonald has to offer. Reminding everyone that McDonald's supports young people because young people have the power to change things for the better due to their imagination and enthusiasm. The commercial is part of the new brand platform" Something good is waiting for you'' launched in Romania, in which McDonald's is committed to proving its social contribution.Agency: DDB, Romania VIEW THE SPOT ANAIS Association: Some Masks Remain The day after International Women's Day, Romanian authorities coincidentally decided to lift mask mandates nation-wide, as COVID-19 cases diminished. However, hundreds of thousands of Romanian women will continue to have their nose and mouth covered. Either by the palm of an abusing partner or by their own palm, as they contemplate in anguish the other pandemic: domestic violence and all its forms. From publishing intimate content without consent, to prohibiting meetings with friends. From embezzling family income to forbidding access to religious practice or controlling a partner on the pretext of jealousy. The campaign, created by Cheil Centrade, is based on real stories from women helped by ANAIS Association.VIEW THE TV SPOT VIEW THE EVA AD VIEW THE NICOLETA AD VIEW THE SOPHIE AD VIEW THE ANA AD VIEW THE IOANA AD  If one of the world's greatest artists from the past would have had his first exhibition on Instagram, would we still have his amazing work in our museums, today?A story that could have taken place nowadays, based on real hate comments from content creators and artists. A different angle on hate and art heritage and doing your thing fully if you have the power to #unfollowhate. Agency: Jam Session Agency VIEW THE SPOT  'Don't get me anything' & 'Don't bother' are two of the most common answers Romanians give when asked 'What do you want for Christmas?' Is it shyness? Is it past disappointment? Or maybe they just care for others to the point they don't want them to spend money on their gifts. We wanted to find the reason behind those answers, so we asked those who are used to respond exactly like this. So we launched Speaking of Gifts - a heartful Christmas experiment by eMAG.Agency: Jam Session VIEW THE SPOT  Do you like mountains, trees, animals and good pint of beer ? If so you might enjoy the story of this commercial. A tree named Jack has been growing up in the mountains. Just like a human being he struggles with all kind of daily challenges. The misshappens remind to wellnown situations we find find ourselves in. At the end of the day Jack would love to have a beer with his friends. But he can't, since he is just a tree, stucked on the ground. Luckily you are not like Jack. Hang out with you friends and grab a beer. The work employs extensive CGI elements and storytelling for this for Bergenbier, an Anheuser Bush InBev brand.Agency: Cohn & Jansen VIEW THE SPOT eMAG: Add Favorites to Favorites A moment of not paying attention can break their hearts. But a moment of being fully aware of the signs they're giving can fill their hearts agsin.The signs for the perfect gift are always there, we just have to see them. Agency: Jam Session Agency VIEW THE MOMENT SPOT VIEW THE THEIR SIGNS SPOT  Combine coffee with masks. Three print ads from Romania VIEW THE RED AD VIEW THE GREEN AD VIEW THE YELLOW AD  Romania has a unique issue it has the fastest internet in Europe and the cheapest internet in the world. As a result, Romanian children use the internet as their favorite playground to learn, explore and make friends. However, the awareness about online dangers among Romanian parents is extremely low. As internet dangers are often abstract and hard to grasp, Romanian parents dismiss them as not being "real" dangers. As a result, 91% of them do not use any software tools to protect their children online. To promote the Kaspersky Safe Kids app, Telekom needed to educate the Romanian parents about the dangers of the internet and present them in a way that is easily and quickly understood by Romanian parents. VIEW OUTDOOR Anais Puppetry: Giraffe With over 13 years of activity, the auction house A10 by Artmark, the central platform for cultural activities and a solid partner in supporting charitable actions in the Romanian art market provides the auction platform and logistical support for the sale of eight plush toys belonging to victims of domestic abuse in a gesture of support against domestic violence in Romania. VIEW THE GIRAFFE CONCEPT VIEW THE TEDDY CONCEPT  Samsung Romania took another step towards eco resposibility by launching a song featuring top-Romanian artist Emilian that shows people how to upcycle the box of the new NEO QLED TV into many useful items to free up the clutter and be more eco-aware at the same time. The digital campaign puts a twist on a local insight surrounding the fear of losing the warranty if you do not have the itemâs original box. But itâs just a myth. The warranty procedures are respected without it, so Samsung launched an anthem to free the boxes in any shape or form. VIEW THE SPOT  Itâs almost a tradition that every Galaxy S flagship launch should be as out of this earth as possible, so this year, for the launch of the Galaxy S21, we took it almost literally. As the global buzz around the mysterious monoliths grew bigger and bigger, we created a local hijack with a worldwide echo to launch the new Galaxy S21 in Romania, by announcing that all the other monoliths in the world were just teasers to prepare the world for our very own epic monolith. VIEW OUTDOOR  Mastercard has launched Roadside Market, a campaign that promotes equal access to markets and financial independence for small vendors that are now part of the informal economy. The Roadside Market campaign has transformed roadside vendors into real small businesses and connected them through the popular Waze driving directions app to the biggest community of drivers in the world. VIEW OUTDOOR Vice Aresti Civic Platform: The Internet Learns Romani The Roma minority is one of the largest ethnic minorities in Europe. There are an estimated 12 million Roma living in Europe and they are among the most impoverished populations in the EU, being faced with social exclusion, unequal access to education, employment, housing and medical services. Romani is a mostly spoken language, there are hardly any books, there is no press in Romani, therefore, the Roma people don't learn, read or write in Romani. VIEW THE CONCEPT  Context:2021, the 2nd pandemic year. The global pandemic messed-up our daily lives, tested mental resilience and restricted experiences, fueling a lot of feel-bad feelings along the way. Knowing this, McDonald's, the brand whose luminous role is fostering feel-good, wanted to use its scale and its mobile app loyalty program launch in Romania MyM Rewards to inject a little ease and feel-good in peopleâs lives.VIEW THE LOYALTY SPOT VIEW THE LOYALTY 2 SPOT VIEW THE LOYALTY 3 SPOT  First Bank, the leading American-owned bank in Romania offers an innovative loan available entirely via video call. To highlight the fact that The Loan from Anywhere can be accessed from literally any location, we invited the customers of competing banks to apply for our loan in front of their actual banks. Or from in front of the website of their own bank, for those who wanted to stay inside. To help our trick, we treated them with a horrifyingly low interest of just 6.66%.VIEW THE SPOT  First Bank launched the #FirstToMakeADifference manifesto spot, starring the well-known Romanian actor Paul Ipate who presents a series of inventions, from automobile to burgers and from jeans to cinematography, that have were embraced by America and taken to the next level by Americans.VIEW THE SPOT Samsng : Next Top Idol As Samsung partnered with Korean pop sensation BTS to launch a new version of the Galaxy S20, we engaged the enthusiastic K-POP fandom in Romania, while observing social distancing, with an online competition challenging fans to enter the ultimate dance-off and help us find The Next Top Idol. To pick the winner, we forgot about obsolete counting of likes, and turned to IG Polls. Samsung fans turned up each day to Instagram to decide which dancers leave the show and which stay on for the final round. VIEW THE CONCEPT  ROM Chocolate, a small Romanian brand wrapped in the colors of the national flag, offers to sponsor major international cancelled events around the globe.Although an iconic brand on the local market it's Romania's first chocolate bar, launched in 1964 and wrapped in the national flag colors ROM would never have had the budget to sponsor big international events. However, for the launch of ROM Buzz its newest product, a chocolate wafer with rum filling the brand identified a so-far unexplored territory and decided to take action: reinventing sponsorships, VIEW THE MAJOR SPOT VIEW THE POTENTIAL SPOT VIEW THE FOOTBALL SPOT VIEW THE TENNIS SPOT  Cheil WW Romania has created an immersive 3D video experience reflecting the harsh reality for cancer patients and palliative care system support as hospitals clear beds to make space for Covid-19 patients. As the pandemic hit Romania, hospitals scrambled to make more ICU beds available and as a result, hundreds of terminally-ill patients without a care plan were sent home without treatment. Hospice Casa Sperantei, the leading NGO offering palliative care, needed to raise awareness of this urgent issue and persuade more people to donate at a time when everyone's attention was on Covid-19. VIEW THE SPOT  Virgin Radio and McCann Bucharest launched 'Music______ Distancing,' a campaign to remind people to always be aware of social distancing rules and stay safe during these difficult times. When the strict lockdown ended in Romania, people were quick to forget the social distancing rules when leaving their homes, which can lead to a rising number of Covid 19 cases in the following months. Aiming to play their part and lend a helping hand to authorities, when the lockdown ended, Virgin Radio Romania was quick to launch 'Music_______Distancing,' an innovative way to use music as a constant reminder to respect social distancing rules, especially since social distancing is required in those places where people normally listen to music on their headphoes, like public transportation, gyms or beaches.VIEW THE SPOT  Tom Wilson directs this 'Laid Back' spot for Alka's new horizontal packet.Agency: ontheroof. VIEW THE SPOT  The quarantine has affected us all and made it impossible to film or photo-shoot any new ad campaigns. But solid brand assets not only that are worth reconsidering, but are even expected by the fans. In the light of the incoming lifting of the lockdown (waited by all of us impatiently) Guinness found a good context to make use of its iconic imagery and historical slogan.Couldn't wait for that sofa to turn into a bench and the ceiling into sky. Agency: Wings CLL VIEW THE BENCH AD VIEW THE CLOUDS AD  Beko, the international appliance brand has initiated a 'Health Professionals Support Movement' for those who risk their lives in the frontline, fighting tirelessly the pandemic and staying separated from their loved ones for weeks on end. The project aims to fulfil the hygiene, nutrition and refreshment needs of the healthcare professionals around the world. The first step has been to donate white goods and small household appliances to hospitals across Romania, Turkey, Spain, France, Poland and Czech Republic. The campaign was launched in various countries across the globe, accompanied by a manifesto movie, developed by McCann Worldgroup Romania and Craft Spain.VIEW THE SPOT  Every 30 seconds a Romanian woman is beaten, and 30% have declared to have been physically or verbally abused starting with the age of 15. In the current social distancing context, these numbers will severally worsen. ANAIS Association created a public service announcement campaign to make the media and the people aware of the new deterioration in the new status quo.The new #IsolateViolence initiative has a dedicated website www.izoleazaviolenta.ro and is communicated via an integrated campaign including visuals and films that add a dramatic twist to the COVID-19 imagery we have all been exposed to over the past weeks. Social distancing-related graphics and charts are creatively repurposed to explain the new spike in domestic violence and invite witnesses and victims to report any abuse to the Police. VIEW THE CURVE SPOT VIEW THE SPREAD SPOT VIEW THE CIRCLE SPOT  Every 30 seconds a Romanian woman is beaten, and 30% have declared to have been physically or verbally abused starting with the age of 15. In the current social distancing context, these numbers will severaly worsen. ANAIS Association created a public service announcement campaign to make the media and the people aware of the new deterioration in the new status quo.Agency: Cheil, Romania VIEW THE FIRST AD VIEW THE SECOND AD VIEW THE THIRD AD  Starting from the universal insight that everything we love might get us ill: from swinging the baby to playing the trumpet, Jazz and Medlife went further on and searched for (almost) all the frequent illnesses born out of love. Jazz put together an actual atlas of such illnesses, but not in the way a medical atlas is done. Instead, choosing to artistically describe the illnesses through poetry and artistic photos and we launched it in an exhibition during Romanian Design Week in 2019. The project was so well received by people that Jazz and Medlife continued in 2020 with a TVC under the same concept.Agency: Jazz Communication VIEW THE SPOT  What does "joie de vivre" stand for? It is the French motto for enjoying the simple pleasures in life, without any regrets. This is how PAUL (a French bakery) promoted its new line of desserts in a print series. VIEW THE FIRST AD VIEW THE SECOND AD VIEW THE THIRD AD VIEW THE FOURTH AD KFC: Smart Chat After the holiday season, which takes a toll on our finances, teens end up broke. In order to help them be more careful with their money, KFC created a chatbot game which taught users the basic economic principles in a game. Through four experiences related to teens' everyday life (resales, fieldtrips, organizing parties and going out), they learned to take the best decisions when it comes to saving money and being financially responsible.Agency: MRM/McCann VIEW THE CONCEPT  Christmas is about magic and larger-than-life stories. In this case a weird story serves as a white lie on christmas eve. A lumberjack who lives in the misty mountains takes center stage in his phantasy. Alone with nature he grows his own kind of trees. In his tree nursery the trees are all slanted. Even his small hut is full of objects and furniture which is bent in the same way. Nevertheless his son hesitates to buy into the story his dad came up with. It rather seems to be nice white lie to excuse his failure. Agency: Publicis VIEW THE SPOT  Greenpeace Romania is taking action against the indifference of authorities regarding illegal logging by launching the "Curse for Good" campaign. Instead of activists, artists or influencers with millions of followers, the campaign uses a real Romanian witch - Irina Primavera - who casts a spell on illegal loggers and authorities. 6 hectares of wood are disappearing every hour in Romania due to illegal logging and legal cutting. For each tree legally cut, another one is illegally taken down. Agency: McCann Worldgroup, Romania VIEW THE SPOT Samsung: Art Portals In Romania, The Long Night of Museums can seem really long because of endless lines, crowds and fatigue. How could Samsung, the supporter of #DoWhatYouCant, improve this experience? We created a new standard for art enthusiasts: Samsung Art Portals. We took over various galleries across town and set up connecting portals. Characters from paintings came to life and held Galaxy S10 phones that connected the galleries, allowing visitors to see the exhibits through each other's eyes. Agency: Cheil, Romania VIEW OUTDOOR KFC: Studycoin How could KFC, the brand that declares itself the supporter of youngsters, use cryptocurrencies to reshape the educational system? In comes StudyCoin, the coin that students could mine by using the most important processor they owned: their brains. To get them, students solved mathematical equations relevant for their final exams. Coins could be exchanged for any KFC product, nationwide. We created a unique algorithm that changed the value of the coin daily according to the number of problems solved the previous day. StudyCoin became a hype, teenagers creating special groups trying to hack the system and solve equations together.Agency: MRM//McCann, Romania VIEW THE CONCEPT  Real women who've survived domestic violence are giving their voices to scenes from silent movies where female characters are being abused by men, in support of a Romanian domestic violence charity. In Unquiet Voices, a 40-minute film created by Cheil Centrade on behalf of Romanian charity ANAIS, scenes from seven different silent films are intertwined with narratives of romances that became nightmares for women.ANAIS, which supports domestic violence victims, wanted to undo the wrong. With the loss of copyright of dozens of these silent movies on January 1 2019, ANAIS wondered if they could be turned into an empowering cinematographic product for the next generation? VIEW THE SPOT Lidl Romania / World Vision Romania: Soft Bullying Romania ranks 3rd place in EU for bullying in schools. In order to raise awareness on the subject - and explore the attitudes and the environment that helps bullying occur - Lidl Romania has used its own products to start a conversation. On International Anti-Bullying Day, the most followed retailer in Romania on Facebook launched 'Soft Bullying is still Bullying' with World Vision Romania. Created in partnership with Jazz Communication Bucharest, the idea aimed to draw attention to the fact that we use plenty of slang and 'soft' insults which we consider funny but, in fact, can support bullying and hurt just as easily.VIEW THE CABBAGE AD VIEW THE CHEESY AD VIEW THE SILLY AD VIEW THE SWEETY AD  Carmaker Renault, via Publicis, Romania, introduces "The DisCO2unt Billboard," a completely new kind of promotion. When air pollution goes up, the price of Renault ZOE goes down, live on a huge digital display. This way, the zero-emission electric car becomes more affordable right when the city needs it the most. Bucharest, the capital of Romania, is one of the most polluted capitals in Europe and the most congested city on the continent, according to the TomTom Traffic Index. With daily levels far exceeding the recommended limit, residents face serious health issues. VIEW OUTDOOR  Coca-Cola Romania and McCann Worldgroup Romania launch the first Coca-Cola bottle that is only half full. But there's a catch: the iconic bottle is used as a media channel for positive news. Romania ranks amongst the top 10 unhappiest countries in Europe, according to the 2018 World Happiness Report, conducted by the United Nations. VIEW OUTDOOR Telekom: Storytime Storytime, a Revolutionary education app from Telekom, was created by Leo Burnett Bucharest to enhance the experience of bedtime stories through the features of the phone, no matter the distance. The Telekom Storytime app enables parents working abroad to tell their children bedtime stories remotely, with the technology of the app meaning parents don't just tell the story, they become part of it. VIEW THE CONCEPT  Rusu+Bortun, Romania has illustrated this print campaign for ING Tech.VIEW THE EINSTEIN AD VIEW THE MARTIN LUTHER KING AD VIEW THE MARIE CURIE AD  Romania, currently holding the Presidency of the EU Council, is a country where gender discrimination still persists. In Romania, as in other Latin countries, women are often perceived as being vulnerable and not at their peak performance during their period. In Romania, being on your period is translated as being "pe stop", on stop. Brussels-based NGO European Women Alliance â one of the most active organisations when it comes to women empowerment and European values is launching #DoneOnPeriod manifesto-campaign in Romania. The campaign aims to combat the preconceived idea that, during their period, women are less able to physically and mentally carry out their projects. How? By celebrating all the small and big achievement that women have done in those days. #DoneOnPeriod talks about all things that women do best, when some people think they are at their worst. VIEW THE SPOT |
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