Public Case Summary:OLX was never a destination for GEN-Z. It's cheap products & wide range was the opposite of what they wanted to associate themselves with: Limited & expensive. However, OLX realised that it didn't need to be a brand that GEN-Z associates itself with, it just needs them to use the platform. We repositioned OLX's cheapness as a cheat to getting what you want. The campaign was a hit - an anthem for resourcefulness and hustling with an embedded OLX experience.
Team: Ema Ionescu // Client Lead Publicis România, Titus Dumitrescu // Executive Creative Director Publicis România, Miruna Baias // Brand Strategist Publicis România, Casiana Maria Horobeanu // Copywriter Publicis România, Sherin Arabo // Art Director Publicis România, Mihnea Gheorghiță // Copywriter Publicis România, Alexandru Deaconu // Art Director Publicis România, Roxana Niculae // Client Manager Publicis România, Roxana Bularca // Client Manager Publicis România, Cristina Sauciuc // Brand Manager OLX Group, Paul Neagoe // Business Manager OLX Group, Andi Voicila // Head of Design OLX Group, Alina Nechifor // Senior Communication Manager MSL The Practice, Monica Jitariuc // Managing Director MSL The Practice, Oana Bulexa // Managing Director MSL The Practice, Maria Cojocariu // Media Director Media Investment, Loredana Hamza // Digital Media Planner Media Investment, Alexandra Enea // Digital Media Director Media Investment