Seen and noted
Men tend to struggle more with colds compared to women. When a man catches a cold or gets the flu, it feels like the whole world stops. He's dying like Jesus in La Pieta. He complains about every symptom and requires special care. Women typically handle the illness more stoically, often taking care of both when they get sick at the same time.
VIEW THE SPOT Humans.ai: ION
With more than half of Romania's population feeling left out of political decisions and 41% of the people considering AI trustful, Humans, the a company specialised in artificial intelligence and blockchain, saw an opportunity to prove their strongest belief. They wanted to show the world that tech can help people fight misrepresentation. Together with McCann Romania, ION has been developed as a mirror of the Romanian society. Its name is the reflection of the word 'us' ('noi' in Romanian), while also being one of the most common native names. ION represents the people without any interpretation, just as they are, with good and bad. So what better embodiment than a mirror? An interactive one, capable of holding a conversation with anyone, including the authorities. Behind the design concept, there's an AI with the task to analyse social media and gather data directly from the people, through hashtags or on the project's website. ION then draws reports about Romanians' will and concerns and presents them publicly. The social need for representation, as well as the research and development provided by Humans and professors from the biggest computer science universities in the world, made ION an eligible candidate for being a Governmental Counsellor. And the prime minister of Romania soon offered the position. After its naming as Governmental Counsellor, it became a presence in the most important forums in the country: the government, the parliament, the national bank as well as giving interviews and hitting the streets to have one to one interactions with Romanians. The news ION brings make the news all over the world with its first public appearance reaching 3 million euro earned media and making headlines in 70 international media outlets.
VIEW THE CONCEPT Kaufland: Grand Job Experience
Kaufland created the Grand Job Experience, the first in-game recruitment experience that revolutionizes recruitment techniques for Gen Z. We leverage gaming to fully immerse young generations in Kaufland's store universe to practice real jobs and tasks in their preferred online environment. Not to mention that the players who entered the Grand Job Experience server were surprised to find a supermarket like the one in the real world, both in terms of appearance and store assets: working cash registers, truck cargo, floor washing machines, etc.
VIEW THE CONCEPT McDonalds: Experiences Not Experience
Getting a job as a young person is a catch-22: you can't get a job because you don't have experience and you don't have experience because you can't get a job. We wanted to change that in our new campaign featuring the uprising artist Rares, a campaign that celebrates youngsters' life experiences instead of their work experience.
VIEW THE SPOT
DDB Romania launches a new value platform for McDonald's Romania dedicated to all those who want a deal that saves both their day and their budget. People have become accustomed to a certain standard of living and rising prices and inflation can turn any indulgence into an equation of unknowns. McDonald's is a brand well known for adapting quickly to consumer needs. So to help consumers keep up with their cravings, McDonald's has launched a platform dedicated to all those who want to keep up with their cravings, but who also take into account their budget. Maria, the main character of the commercial is the epitome of a hyper-rational person who considers all scenarios with her mathematical thinking.
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McDonald's is one of the veterans when it comes to tasty burgers. Recently the brand added even more improvements to its cooking process, making the burgers hotter, juicier and tastier than ever.So we launched We Know Burgers, a campaign featuring a series of 3 TVCs where we showcased our improvements in close relationship to our customer's eating habits. We put the spotlight on different profiles such as the bun expert or the sauce hunter as we aim to please them with our improved burgers.
VIEW THE BUN SPOT VIEW THE SAUCE SPOT VIEW THE TASTE SPOT McDonald's: #SomethingGood Manifesto feat. Vlad Flueraru
We partnered up with one of the most popular young artists in the country, Vlad Flueraru, and launched a spoken poetry manifesto that reminded people of the #SomethingGood that McDonald has to offer. Reminding everyone that McDonald's is the place where different generations meet, where technology meets human touch and the love for food, where quality meets fast delivery and the legendary taste. 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
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 McDonald's: #SomethingGood feat. Bruja
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 ING Bank: The World Only Gets You Once. #unfollowhate
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 Telekom: The Online Park
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 Samsung: Epic Arrival
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: Roadside Market
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.
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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: First To Make A Difference
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: Sponsor of Major Events
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 Hospice Casa Sperantei: See Beyond the ICU
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: Music Distancing
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.
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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.
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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 ANAIS Association: The Domestic Violence Virus Cell
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 Medlife Romania: The Atlas of Illnesses Born Out of Love
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: Curse for Good
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.
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Agency: MRM//McCann, Romania VIEW THE CONCEPT |
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