winners

Brand: Kinder Chocolate
Client: Ferrero România
Lead Agency: Publicis România
Contributing Agency: STARCOM

Public Case Summary:
In a sales driven context, using the power of communication, Kinder had to defend its most precious asset: its brand iconicity and, generate unprecedented business growth.
To make up for the guilt generated by WFH with kids, parents used an evening bonding ritual: reading stories. We took the mission to help parents build emotional resilience in their kids through storytelling. Kids became heroes of imaginary worlds created by themselves through interactive content that resulted in uniquely personalised stories, transforming the reading time into the most exciting moment of the day.

Team: Diana Maftei // Art Director Publicis România, Horia Girbea // Copywriter Publicis România, Silviu Nedelschi // Executive Creative Director Publicis România, Mirela Iordache // Client Manager Publicis România, Ana-Maria Ţarălungă // Group Creative Director Publicis România, Andrei Purecel // Client Executive Publicis România, Mădălin Dragnea // Art Director Publicis România, Adriana Dinu // Digital Client Manager Publicis România, Marius Farcasanu // Web Graphic Designer Publicis România, Cătălin Grigore // Sr Art Director Publicis România, Alexandru Tofan // Art Director Publicis România, Elis Iaia // Head of Digital Strategy Publicis România, Adina Albu // Sr Client Lead Publicis România, Veronica Ciacoveanu // Digital client lead Publicis România, Bianca Loboda // Client Lead Publicis România, Diana Pasoi // Sr Brand Manager Publicis România, Emil Mititelu // Digital client lead STARCOM, Adrian Alexe // Client Lead STARCOM, Alina Jijau // Communication Director MSL The Practice, Bogdan Dascălu // Account Manager Mediapost Hitmail

Personal Care Products & Services

Campaign: Let the #StoriesInsideUs be heard!

Brand: Libresse România
Client: ESSITY România
Lead Agencies: Xperience Media Lab & OMNIPERFORM Agency
Contributing Agencies: Zenith România | ACTIV AD

Public Case Summary:
Libresse has disrupted itself to entirely reshaping its purpose towards a holistic approach and courageous positioning within the feminine care industry. By focusing on conversation and long-term community engagement, our communication efforts brought a 4,6X increase in engagement, reached 96% of total audience while also increasing the frequency. Our case proved that moving from product-focused to story and empowering women to have the courage to talk about their challenges, their stories and their feminine care issues we had a 13% increase in value, after 5 years full of challenges.

Team: Alina Gheorghe // Managing Partner Xperience Media Lab, Adrian Enache // CEO/Co-Founder OMNIPERFORM Agency, Mădălina Stroescu // Group Account Director OMNIPERFORM Agency, Cristina Stroescu // Digital Performance Specialist OMNIPERFORM Agency, Ruxandra Marcu // Senior Copywriter OMNIPERFORM Agency, Ştefan Sima // Senior Art Director OMNIPERFORM Agency, Diana Fulga // SEE Digital Marketing Manager ESSITY ROMÂNIA, Gabriela Tutui // Media Client Manager ZENITH ROMÂNIA, Simona Dobrică // Senior Communications Planner ZENITH ROMÂNIA, Andreea Stanciu // Digital Client Manager ZENITH ROMÂNIA, Cristian Gaspar // Senior Performance Specialist ZENITH ROMÂNIA, Ştefan Rogojinaru // Programmatic Specialist ZENITH ROMÂNIA, Georgian Zavoianu // Performance Specialist ZENITH ROMÂNIA, Robert Lincu // Precision Specialist ZENITH ROMÂNIA, Irina Dragomir // Client Service Manager ACTIV AD, Alexandra Dinovici // SEE Libresse Marketing Manager , Olivia Staicu // ROBG Libresse Brand Manager

BRONZE

Campaign: The Real Experiment

Brand: Pampers
Client: Procter and Gamble
Lead Agency: LEO BURNETT
Contributing Agencies: Graffiti PR | MediaCom

Public Case Summary:
Reversing negative sales trend fueled by Moms' support for challenger brands, a real experiment proved to real competition Moms how performs better and created the entire campaign from their real AHA moments.

Team: Irina Becher // Creative Director LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Alexandru Savescu // Art Director LEO BURNETT, Andreia Anghel // Brand Communication Director LEO BURNETT, Julide Omer // Brand Communication Manager LEO BURNETT, Alexandru Zlavog // AV Producer LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Ramona Bilic // Pampers Brand Manager Procter and Gamble România, Răzvan Resmerita // Communication Director Procter and Gamble România, Mădălina Săvulescu // Head of Digital Graffiti PR, Roxana Diaconescu // Digital Content Consultant Graffiti PR, Adriana Pintilescu // Digital Content Specialist Graffiti PR, Cristina Praz // Junior Digital Content Specialist Graffiti PR, Anca Vrabiescu // Digital Account & Planning Manager Performance Mediacom România, Monica Petricica Monica Petricica // Strategic & Activation Planning Lead Mediacom România

SILVER

SILVER

Campaign: Thank Yourself Later

Brand: OSKAR
Client: PPG România
Lead Agency: Next Advertising

Public Case Summary:
After years of fragmented communication, it was time for Oskar to step up its game and switch from a tactical communication to a long-term vision. But how do you build a memorable campaign for a brand with low awareness by only using the standard, over-exploited benefits of the paint category? “Thank yourself later” campaign talks about the positive consequences of a good choice by using a light-hearted and humorous approach. Oskar managed to reach a 14% TOM, 44% Unaided Awareness and +12% increase in sales, overachieving its original objectives.

Team: Andrei Tripşa // Creative Director Next Advertising, Ruxandra Muntean // Media Director Next Advertising, Bogdan Tudosie // Senior Copywriter Next Advertising, Cezar Panait // Group Creative Director Next Advertising, Petra Martin // Art Director Next Advertising, Maximilian Barat // Digital Media Manager Next Advertising, Vasile Petrescu // Art Director Next Advertising, Sorin Popescu // Managing Partner Next Advertising, Alexandru Tunaru // Head of Digital Next Advertising, Ioana Miclea // Account Executive Next Advertising, Adrian Ion // Marketing Director PPG ROMANIA S.A, Monica Novac // Brand Manager PPG ROMANIA S.A, Eugen Terchila // Media Manager , Irina Serbulea // Social Media Copywriter , Alexandra Bajan // Account Manager

Retail

Nominees

Campaign: House Rules

Brand: Carrefour
Client: Carrefour
Lead Agency: Publicis România

Public Case Summary:
Carrefour's House Rules platform continues the brands long-term mission to win the hears of Romanians. For the second year in a row - the insightful creative platform about family life proved to generate brand love, NPS improvements and a positive market share evolution.

Team: Casiana Maria Horobeanu // Copywriter Publicis România, Elena Manolache // Brand Manager Publicis România, Carmina Pohontu // Brand Manager Publicis România, Sherin Arabo // Art Director
Publicis România, Ilinca Necula // Brand Manager Publicis România, Loredana Barla // Senior Brand Strategist Publicis România, Elena Carcu // Copywriter Publicis România, Mihaela Dinu // Copywriter Publicis România, Roberta Schuster // Art Director Publicis România, Otilia Coman // Copywriter Publicis România, Irina Stoleru // Art Director Publicis România, Corina Tudor // Client Lead Publicis România, Elena Tănase // Brand Manager Publicis România, Corina Panait // Brand Manager Publicis România, Sebastian Romano // Group Creative Director Publicis România, Alin Badiu // Group Creative Director Publicis România, Claudia Rusu // Head of Commercial Communication Carrefour, Andreea Bragaru // Communication Responsible Carrefour, Nicoleta Baicu // Head of Digital & Ecommerce Marketing Carrefour, Mircea Tomescu // Communication Marketing Director Carrefour

Campaign: Opening Romanian Wine

Brand: Carrefour
Client: Carrefour
Lead Agencies: Publicis România & Graffiti PR

Public Case Summary:
Carrefour promoted the small Romanian wineries in 2020, managing to get more people to explore wine and in doing so, helped small wineries survive in a tough year and increased its own wine market share.

Team: Otilia Coman // Copywriter Publicis România, Loredana Barla // Brand Strategist Publicis România, Carmina Pohontu // Digital Brand Manager Publicis România, Elena Manolache // Client Manager Publicis România, Irina Stoleru // Art Director Publicis România, Ilinca Necula // Client Manager Publicis România, Sebastian Romano // Group Creative Director Publicis România, Corina Tudor // Client Service Director Publicis România, Alin Badiu // Group Creative Publicis România, Elena Tănase // Brand Manager Publicis România, Corina Panait // Client Manager Publicis România, Iulia Botar // CSR & Communication Director Graffiti PR, Ana Huiban // PR & CSR Specialist Graffiti PR, Alexandra Caltun // PR & CSR Consultant Graffiti PR, Irina Ciocan Stănescu // Managing Partner Graffiti PR, Oana Pascu // Project Manager Corporate Causes Carrefour, Luiza Vrînceanu // Head of Corporate Causes & CSR Carrefour, Diana Falan // Brand Manager Carrefour, Titus Dumitrescu // Executive Creative Director Carrefour, Narcis Horoianu // Chief Marketing Officer Carrefour

GOLD

Campaign: The Little Box of Greens

Brand: Carrefour
Client: Carrefour
Lead Agency: Publicis România
Contributing Agency: Graffiti PR

Public Case Summary:
Carrefour has a long-standing partnership with local producers, so when the pandemic came Carrefour decided to help both the producers sell their harvest and customers to have easy access to healthy food by creating a dedicated service that brought crates of fresh produce straight from the producers' farms to the customers' doors.
To make cooking with fresh greens more appealing, cooking influencers posted recipes they created with the box of produce we sent.
As a result, Carrefour increased its' fresh-food attribution and market-share.

Team: Otilia Coman // Copywriter Publicis România, Camelia Efrimov // Production Manager Publicis România, Ilinca Necula // Client Manager Publicis România, Irina Stoleru // Art Director Publicis România, Sebastian Romano // Group Creative Director Publicis România, Alin Badiu // Group Creative Director Publicis România, Elena Tănase // Client Manager Publicis România, Corina Panait // Digital Client Manager Publicis România, Carmina Pohontu // Digital Client Manager Publicis România, Corina Tudor // Client Service Director Publicis România, Alina Silivestru // Digital & Media Specialist Publicis România, Loredana Barla // Senior Brand Strategist Publicis România, Titus Dumitrescu // Executive Creative Director Publicis România, Luiza Vrînceanu // Head of Corporate Causes & CSR Carrefour, Narcis Horoianu // CMO Carrefour, Miruna Micsan // Brand Manager Carrefour, Oana Pascu // Project Manager Corporate Causes Carrefour, Ana Lixandru // Junior PR & CSR Specialist Graffiti PR, Irina Botezatu // PR& CSR Consultant Graffiti PR, Loredana Ianus // Communications Director Graffiti PR

Restaurants

SILVER

Campaign: The Wings and Strips Anti-manifesto

Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agency: UM România

Public Case Summary:
Due to 2020 pandemic restrictions, fast-food consumption frequency dropped, cutting the category in value by -28%. With a business-model purposely built with delivery not-being a significant part of total sales, KFC needed to convince consumers to visit restaurants.
In a world in which every other campaign talked about the ‘new normal’, KFC’s anti-manifestos managed to stimulate the craving for the beloved KFC taste. KFC was the most considered fast-food brand for the campaign period, converting more consumers than competitors, and was +15.5pp in value VS the category average.

Team: Costin Bogdan // Executive Creative Director McCann Worldgroup România, Lucian Cernat // Group Creative Director McCann Worldgroup România, Paula Ionescu // Copywriter McCann Worldgroup România, Mihai Constantinescu // Art Director McCann Worldgroup România, Andrei Florian // Sr Strategy Planner McCann Worldgroup România

E-commerce

BRONZE

Campaign: OLX: You'll find a way

Brand: OLX
Client: OLX Group
Lead Agency: Publicis România
Contributing Agencies: MSL The Practice | Media Investment

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

SILVER

Campaign: We’re just asking questions!

Brand: Catmobile.ro
Client: Catmobile.ro
Lead Agency: Sector 7 HUB
Contributing Agency: Dare Digital

Public Case Summary:
CatMobile.ro accustomed their audience with Black Friday campaigns that tackle a hot topic with a meta-humorous approach.

2020’s hot topic permeating Romanian culture were CONSPIRACY THEORIES. Driven by the pandemic and fueled by 5G talk of mass-surveillance fears, online conversations were flooded with references to conspiracies that would keep users engaged for days.
So why not ride this train by confirming our consumer’s strongest suspicions and provide an even stronger selling point for Catmobile.ro’s products - don’t succumb to the grand schemes of the occult and protect your phone.

Team: Alex Coteţ // Creative Partner Sector 7 HUB, Ionuţ Datcu // New Business Director Sector 7 HUB, Raluca Babei // Production Manager Sector 7 HUB, Dragoş Stircea // Manager Departament Marketing Catmobile.ro, Elena Teleman // Specialist Marketing Catmobile.ro, Ciprian Susanu // General Manager Dare Digital, Radu Nantu // Head of Branded Content

GOLD

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion

Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tones of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.

Team: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion

Energy

BRONZE

Campaign: New Beginnings

Brand: ENGIE România
Client: ENGIE România
Lead Agency: Cheil Centrade
Contributing Agencies: Chainsaw Studio | Cyclop Film | United Media Services

Public Case Summary:
As the energy market was liberalized in Romania opening it up to new price-oriented energy brokers, ENGIE had to demonstrate that quality of service and quality of brand can really make a difference. In the lockdown context, up-market white collar consumers (who are the most mobile in the energy market) turned their home into an all-purpose place: living space, working space, school. And they needed a lot of energy to power this transformation. ENGIE set out to become the brand that can provide that energy for a New Beginning.

Team: Victor Trifan // Art Director Cheil Centrade, Bogdan Popescu // Art Director Cheil Centrade, Corneliu Radu // Copywriter Cheil Centrade, Maria Trepcea // Group Account Director Cheil Centrade, Mihai Gongu // ECD SEE Cheil Centrade, Alexandru Roșca // Group Creative Director Cheil Centrade, Alina Zaharescu // Group Creative Director Cheil Centrade, Monica Garbur // AV producer Cheil Centrade, Carmen Miruță // Client Service Director Cheil Centrade, Mara Grigorescu // Account Director Cheil Centrade, Amalia Anghel // Head of Corporate Communication ENGIE, Loredana Modoran // Project Manager ENGIE, Ramona Sărărescu // Project Manager ENGIE, Andreea Ionescu // Coordonator Comunicare Internă ENGIE, Iulian Moga // Director Cyclop Film, Marius Bucur // Producer Cyclop Film, Vitalie Brega // Photographer Cyclop Film, Adi Bulboacă // Videographer Cyclop Film, Silvia Matei // Image Editor Chainsaw Studio, Hasan Nasser // Sound Editor Chainsaw Studio

SILVER

Campaign: Rompetrol Go: Engage to Stay
Brand: Rompetrol Go
Client: Rompetrol
Lead Agency: GMP+WEBSTYLER
Contributing Agencies: United Media | Screen Native

Public Case Summary:
Rompetrol Go was transformed from offering support “on-the-road” and loyalty perks after purchase into supporting people to stay at home during lock down and offering loyalty perks in advance for future better times of traveling.
As a brand, Rompetrol succeeded in strengthening the relationship with its customers while they could not come to Rompetrol stations, in generating future sales and further loyalty, while also contributing beyond its industry to a positive impact in the life of its clients.

Team: Georgiana Cujba // Project Manager GMP+WEBSTYLER, Ondina Olariu // Client Service Director GMP+WEBSTYLER, Amalia Boldea // Account Director GMP+WEBSTYLER, Bogdan Niţu // GM & Head of Strategy GMP+WEBSTYLER, Rebeca Juverdeanu // Art director GMP+WEBSTYLER, Anca Uscatescu // Graphic designer GMP+WEBSTYLER, Mihai Fetcu // Creative Director GMP+WEBSTYLER, Cosmin Bumbacea // Copywriter GMP+WEBSTYLER, Ioana Proca // Head of Planning GMP+WEBSTYLER, Răzvan Stanga // Development GMP+WEBSTYLER, Sorina Fister Talasman // Marketing executive Rompetrol, Olga Ionescu // Retail brand manager Rompetrol, Teodora Dumitrescu // Marketing executive Rompetrol, Ioana Enache // Loyalty & Digital Manager Rompetrol, Costin Marcu // Digital Marketing Coordinator Rompetrol, Serghei Sevcenco // Head of Marketing Retail Rompetrol

Financial Services

Campaign: The Alternative

Brand: NN România
Client: NN România
Lead Agencies: Cheil Centrade & Kubis
Contributing Agencies: Chainsaw Studio | Studioset | Zenith România

Public Case Summary:
Romanians pride themselves on their ability to find ingenious solutions to life’s obstacles. NN leveraged this insight to position insurance as another such smart alternative. By doing so we were able to stimulate awareness and encourage consideration for our products despite Romanians’ reluctance towards insurance which they perceive as similar to taxes or fines. Our campaign overlapped with the COVID19 pandemic and this created the opportunity to adjust our message on the go and celebrate the alternatives people found to deal with the new lockdown context.

Team: Ana Maria Rădulescu // Sen Account Manager Cheil Centrade, Mihai Gongu // ECD SEE Cheil Centrade, Ana Maria Tănasă // Art Director Cheil Centrade, Alexandru Iliescu // Copywriter Cheil Centrade, Adi Bulboacă // Videographer Cheil Centrade, Roxana Niță // Group Creative Director Cheil Centrade, Monica Garbur // AV producer Cheil Centrade, Carmen Miruță // Client Service Director Cheil Centrade, Dragoş Aliciu // Senior Copywriter Kubis, Marius Goleanu // Senior Art Director Kubis, Gabriela Lupaș-Țicu // Chief Marketing & Operations Officer NN România, Cristina Maca // Head of Brand & Communication NN România, Luiza Mateiaș // Brand Communication Manager NN România, Elena Neicu // Corporate Communication Manager NN România, Mihaela Mocioi // Communication Manager MMS COMMUNICATIONS ROMÂNIA, Iulia Dăncilă // Producer Studioset, Anton Groves // Director Studioset, Arkadiy Kreslov // DOP Studioset, Mircea Lăcătuș // Senior video editor Chainsaw Studio

Campaign: We Stay Open

Brand: BCR
Client: BCR
Lead Agency: Cohn & Jansen Creative Network
Contributing Agencies: Wavemaker România

Public Case Summary:
The economic uncertainty led to entrepreneurs’ feeling vulnerable and losing hope.
BCR, the bank for people who believe in themselves, wanted to inspire resilience:
We Stay Open: a video storytelling campaign, offering Romanian entrepreneurs a positive role to play for their communities, brought significant increases in brand perception vs. competitors and important loan sales among business clients.

Team: Andrei Cohn // Managing Partner & Creative Director Cohn & Jansen Creative Network, Andrei Beșliu // Group Creative Director Cohn & Jansen Creative Network, Cristina Abdel // Strategic Planner Cohn & Jansen Creative Network, Cătălina Ceparu // Senior Copywriter Cohn & Jansen Creative Network, Diana Crâșmariu // Head of Strategy Cohn & Jansen Creative Network, Oana Știrbu // Account Manager Cohn & Jansen Creative Network, Arina Stoenică // Group Account Director Cohn & Jansen Creative Network, Ionuţ Stanimir // Executive Director of Marketing and Communication BCR, Ana Maria Ghiurca // Head of Online Marketing BCR, Bogdan Lefter // Senior Brand Manager BCR, Ovidiu Popa // Online Expert BCR, Gabriela Nicolae // Brand Manager BCR, Gabriel Daniel Stanciu // Online Specialist BCR, Andree Blejan // Online Communication Expert BCR, Laura Plugaru // Social Media Expert BCR, Cătălin Lupoaie // Manager Senior Comunicare și Afaceri Publice BCR, Doina Savin // Account Manager Wavemaker România, Mădălina Tutuianu // Offline Media Planner Wavemaker România, Mihaela Stancescu // Group Account Director Wavemaker România

BRONZE

Campaign: First to make a difference

Brand: First Bank
Client: First Bank
Lead Agency: Cheil Centrade
Contributing Agencies: Chainsaw Studio | Multimedia Est | OMD România | DC Communication

Public Case Summary:
When it came time for First Bank to launch its new online banking app in a market already saturated with banking apps and mobile wallets, the challenge was differentiation. Building on American equity and on our new app's improved UX design, we locked on a fresh insight: that there is greatness not only in inventing things, but also in improving them to the point where they work smoothly for everyone. That is the American Way – not necessarily the first to do it but the first to make a difference.

Team: Ana Maria Rădulescu // Sen Account Manager Cheil Centrade, Mihai Gongu // ECD SEE Cheil Centrade, Ana Maria Tănasă // Art Director Cheil Centrade, Alexandru Iliescu // Copywriter Cheil Centrade, Adi Bulboacă // Videographer Cheil Centrade, Roxana Niță // Group Creative Director Cheil Centrade, Monica Garbur // AV producer Cheil Centrade, Carmen Miruță // Client Service Director Cheil Centrade, Dragoş Aliciu // Senior Copywriter Kubis, Marius Goleanu // Senior Art Director Kubis, Gabriela Lupaș-Țicu // Chief Marketing & Operations Officer NN România, Cristina Maca // Head of Brand & Communication NN România, Luiza Mateiaș // Brand Communication Manager NN România, Elena Neicu // Corporate Communication Manager NN România, Mihaela Mocioi // Communication Manager MMS COMMUNICATIONS ROMÂNIA, Iulia Dăncilă // Producer Studioset, Anton Groves // Director Studioset, Arkadiy Kreslov // DOP Studioset, Mircea Lăcătuș // Senior video editor Chainsaw Studio

BRONZE

Campaign: "This, this and this" from ING

Brand: ING
Client: ING Bank
Lead Agency: Jazz Communication
Contributing Agencies: Zenith România | Multi Media Est

Public Case Summary:
ING’s "this, this and this" salary account campaign significantly increased ING salary market share, in a flat market, despite KYC account closures and limited open offices. The first under a new global positioning portrayed people having the pure joy of doing their thing, uninterrupted by the usual banking hassle and thus increased brand funnel metrics above expectations.

Team: Ioana Cadir // Group Account Director Jazz Communication, Adina Basag // Senior Copywriter Jazz Communication, Vio Pintilie // Art Director Jazz Communication, Andreea Ghenoiu // Creative Director Jazz Communication, Andreea Călăraşu // Creative Planner Jazz Communication, Roxana Ionita //Sr. Account Manager Jazz Communication, Nicoleta Dumitru // Account Manager Jazz Communication, Bogdan Pustea // Sr. Marketing Specialist ING BANK, Corina Manole // Senior Content Marketing ING BANK, Iuliana Duta // Sr. Social Media Manager ING BANK, Wenka Onje Booij // Brand & Marketing Lead ING BANK, Cătălina Grozea // Copywriter

SILVER

Campaign: Live the new priceless NCP

Brand: MASTERCARD
Client: MASTERCARD
Lead Agency: McCann Worldgroup România
Contributing Agencies: Golin | CaratRomânia

Public Case Summary:
Low financial education affects payment solution companies in Romania, as it is not only about how many cards there are in the market, but how often do people actually use them.
Mastercard, with its Priceless DNA, needed to convince people to use their card more often, positioning it as an enabler of meaningful experiences, when life seemed to be put on hold.

Team: Dragoş Vintu // Business Lead McCann Worldgroup România, Andreea Nitu // Account Manager McCann Worldgroup România, Cătălin Dobre // Chief Creative Officer McCann Worldgroup România, Anne Scheep // Senior Brand Experience Planner McCann Worldgroup România, Costin Bogdan // Executive Creative Director McCann Worldgroup România, Andrei Florian // Senior Strategic Planner McCann Worldgroup România, Lucian Cernat // Group Creative Director McCann Worldgroup România, Karla Georgescu // Senior Art Director McCann Worldgroup România, Olivia Spanu // Senior Copywriter McCann Worldgroup România, Andrei Mihailescu // Senior Copywriter McCann Worldgroup România, Lucia Rusu // Jr. Account Manager McCann Worldgroup România, Sabina Popa // Senior Art Director McCann Worldgroup România, Anca Tinica // Senior Account Manager McCann Worldgroup România, Mădălina Anghel // Senior Account Manager MRM // McCann România, Andreea Sofrone // Group Account Director MRM // McCann România, Cristina Tigau // Digital Lead Carat România, Cristian Costache // Media Client Lead Carat România, Marina Constanda // Project Director Golin România, Raluca Nicolaescu // Marketing Director Romania MASTERCARD

GOLD

Campaign: Stay@HomeBank

Brand: ING
Client: ING Bank
Lead Agency: Jazz Communication
Contributing Agencies: Zenith România | 2029 production | White Image

Public Case Summary:
This is a campaign that leveraged a time of severe pandemic restrictions and lock down and gave it an optimistic outlook - even when everything must continue @home, banking continues easy with ING Home’Bank. The campaign had the highest advertising awareness and call to action in the category and persuaded potential clients and secondary client to consider ING as a main bank.

Team: Valentin Suciu // Creative Director Jazz Communication, Roxana Ionita // Sr. Account Manager Jazz Communication, Corneliu Dobrea // Art Director Jazz Communication, Ioana Cadir // Group Account Director Jazz Communication, Andreea Călăraşu // Digital Creative Planner Jazz Communication, Erna Vitalariu // Senior Content Marketing Specialist ING BANK, Silvia Mihailescu // Marketing and Communication Director ING BANK, Irina Popescu // Senior Marketing Specialist ING BANK, Wenka Onje Booij // Brand & Marketing Lead ING BANK, Iuliana Duta // Senior Social Media Specialist ING BANK, Silvia Jalea // External & Internal Communication Lead ING BANK, Corina Manole // Senior Content Marketing ING BANK, Corneliu Aruxandei // Media Lead ING BANK, Andreea Siran // Copywriter , Cătălina Groza // Copywriter , Simona Straut // Marketing Operations Manager , Felicia Stoica // Senior Copywriter

Media & Entertainment

SILVER

Campaign: Keep Santa Safe

Brand: TikTok
Client: TikTok
Lead Agency: Publicis România
Contributing Agencies: Digitas România | TPS Engage | Hahaha production | Global Records

Public Case Summary:
TikTok's first campaign in Romania shows an unselfish side of Christmas and sparks up joy and creativity unlocking new records for usage and market share.

Team: Ciprian Frunzeanu // Senior Art Director Publicis România, Miruna Dumitrescu // Group Creative Director Publicis România, Ioana Dumitrascuta // Client Lead Publicis România, Adina Albu // Senior Client Lead Publicis România, Alexandra Crăciun // Senior Digital Client Executive Publicis România, Ioana Mihai // Senior Brand Strategist Publicis România, Laura Savu // Global Community Manager TikTok, Elena Cîrîc // EU Head of Growth TPS Engage, Andreea Maria // Catalog Manager Hahaha production, Corina Vilcu // Head of promo Global Records

GOLD

Campaign: Tuff Money - The Morality Stoplight

Brand: HBO's Tuff Money (Bani Negri)
Client: HBO România
Lead Agency: Glitch Shop
Contributing Agencies: Mediacom România | Nexio | Exact Business Solutions | Studio Interrobang

Public Case Summary:
HBO Romania's new series Tuff Money (Bani Negri) is an original local production that tells the story of two regular guys (stoplight technicians) who get entangled in a corrupted scheme and must make tough moral choices. In order to stir interest for the new series, HBO Romania deployed a campaign that started with a national survey on Romanians' attitudes towards corruption and morality (called The Morality Stoplight) which was then weaponised as an interactive communication platform.

Team: Dan Stănescu // Creative Director Glitch Shop, Alexandru Cristea // Project Manager Glitch Shop, Cosmin Simionescu // Art Director Glitch Shop, Andrei Dragotă // Copywriter Glitch Shop, Magda Lişcă // Digital Marketing Manager HBO România, Ofelia Năstase // PR Manager HBO România, Florin Vasilică // Backend Developer Nexio, Andrei Simion // Frontend Developer Nexio, Matei Stănuleț // Lead Developer Nexio, Diana Simion // Researcher & Facilitator Exact Business Solutions, Julien Zidaru // Managing Partner Exact Business Solutions, Laura Scarlat // Market Research Consultant Exact Business Solutions, Lăcrămioara Loghin // Managing Director Exact Business Solutions, Răzvan Zamfira // Information Designer Studio Interrobang, Monica Stanciu // Strategy Director Mediacom România, Irina Catanchin // Director Brand & Content Marketing Romania

Telecommunications

SILVER

Campaign: Ghiţă switches to Telekom

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
Ghita was a challenger brand campaign, that went against any previous “norms” of the Telco category.
Porting such a huge brand icon from your competitor was a one-of-a-kind approach in Romanian communication.
Porting Ghita, one of the most famous advertising characters ever build in Romania, was a game-changing move.
Instantly shaking people's inertia towards the commoditized telco category, and put Telekom offer under their radar.
Reversing the highly negative brand and business trend.

Team: Victor Stroe // Associate Director & Chief Strategy Officer LEO BURNETT, Vasilije Corluka // Chief Creative Officer LEO BURNETT, Andreas Aron // Group Creative Director LEO BURNETT, Viorel Holovach // Senior Art Director LEO BURNETT, Șerban Tudorache // Copywriter LEO BURNETT, Magdalena Cernat // Senior Account Manager LEO BURNETT, Maria Ilea // Senior Account Manager LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Sorin Deleanu // Senior Producer LEO BURNETT, Mihai Lucanu// Brand Communication Director LEO BURNETT, Loredana Paraschiv // Account Executive LEO BURNETT, Gabriela Lulea // Marketing Expert Communication & Brand Strategy Telekom România, Carmen Miu // Marketing Expert Communication & Brand Strategy Telekom România, Andreea Popa // Media Relations & External Communication Specialist Telekom România, Cristina Iliescu // Senior Media Relations & External Communication Specialist Telekom România, Ioana Stoicescu // Marketing Expert Communication & Brand Strategy Telekom România, Andreas Elsner // Chief Commercial Officer, Residential Segment Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Ștefania Rusu // Senior Project Manager Communication & Brand Strategy Telekom România, Grațiela Sevastița // Marketing Expert Communication & Brand Strategy Telekom România

SILVER

Campaign: Smart TV Stick launch

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
Launching new Smart TV stick subscription significantly increased Telekom market share despite pressure from both the competition and new pandemic restrictions, with a tremendous effect on Telekom’ market share across TV and in improving Telekom’s image

Team: Mihai Lucanu // Brand Communication Director LEO BURNETT, Victor Stroe // Associate Director & Chief Strategy Officer LEO BURNETT, Vasilije Corluka // Chief Creative Officer LEO BURNETT, Andreas Aron // Group Creative Director LEO BURNETT, Viorel Holovach // Senior Art Director LEO BURNETT, Magdalena Cernat // Senior Account Manager LEO BURNETT, Șerban Tudorache // Copywriter LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Loredana Paraschiv // Senior Account Executive LEO BURNETT, Andreea Popa // Media Relations & External Communication Specialist Telekom România, Cristina Iliescu // Senior Media Relations & External Communication Specialist Telekom România, Ioana Stoicescu // Marketing Expert Communication & Brand Strategy Telekom România, Andreas Elsner // Chief Commercial Officer, Residential Segment Telekom România, Gabriela Lulea // Marketing Expert Communication & Brand Strategy Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Ștefania Rusu // Senior Project Manager Communication & Brand Strategy Telekom România, Grațiela Sevastița // Marketing Expert Communication & Brand Strategy Telekom România, Carmen Miu // Marketing Expert Communication Telekom România

SILVER

Campaign: NETWORK

Brand: ORANGE
Client: Orange România
Lead Agency: Publicis România
Contributing Agency: Initiative Media România

Public Case Summary:
Orange was losing leadership on the most important driver for clients to join or leave telco providers: the network quality. To win back the first position in network perception, we had to prove superiority in a way that would bring people closer to what mattered to them. As people were struggling to regain the freedom to enjoy life as they wanted it, we showed how only a great network could enable them to enjoy their passions and their work again, being fee to do whatever they wanted, wherever they went.

Team: Cristian Anton // Art Director Publicis România, Camelia Efrimov // AV Production Lead Publicis România, Mihaela Neatu // Copywriter Publicis România, Alina Vija // Senior Account Manager Publicis România, Sebastian Mogos // Digital Client Manager Publicis România, Raluca Kovacs // Chief Strategy Officer Publicis România, Alexandru Negoescu // Group Creative Director Publicis România, Alexandru Tofan // Digital Art Director Publicis România, Elis Iaia // Head of Digital Strategy Publicis România, Daniel Raicea // Deputy Director Publicis România, Silviu Nedelschi // Executive Creative Director Publicis România, Marius Farcasanu // Web Graphic Designer Publicis România, Anca Stancov // Media Specialist Orange România, Loredana Jucan // Communication Specialist Orange România, Crina Chiru // Consumer Communication Manager Orange România, Mirela Bosoi // Head of Brand and Communication Orange România, Alina Gruianu // Account Director & Head of Unit Initiative Media România, Andreea Corbos // Account Manager Initiative Media România

Medical Services & Healthcare Products

BRONZE

Campaign: Listen To Your Body

Brand: Regina Maria
Client: Regina Maria
Lead Agency: CAP
Contributing Agencies: Media-tique

Public Case Summary:
Under the new reality of the pandemic that inhibited the already low preventive healthcare behavior of the Romanian culture, with a lower communication budget than its key competitor (the market leader), Regina Maria needed to overturn a descending trend of traffic in its polyclinics and to increase brand indicators. It also had to overcome the perception of being an expensive, premium brand. Despite these obstacles, a campaign built on relevant insights and creativity increased usage and brand indicators to record levels, helping Regina Maria gain market leadership.

Team: Codin Caradimu // Creative Partner CAP, Marius Aldea // Copywriter CAP, Attila Hun // Senior Art Director CAP, Laurentiu Lupu // Art Director CAP, Catalin Rulea // Senior Art Director CAP, Sanziana Serbanescu // Account Director CAP , Cristina Purcarea Managing Partner CAP, Greta Redeleanu // Marketing Director Regina Maria, Cristiana Vago // Communication Manager Regina Maria, Alina Bacalu // Head of Corporate Communication Regina Maria, Raluca Stincescu // Jr Digital Marketing Specialist Regina Maria, Andreea Laca // Outpatient Brand Manager Regina Maria, Raluca Stoica // Laboratory&Imaging Brand Manager Regina Maria, Lavinia Buzi // Head of Buying Media-tique

David Vs. Goliath

Nominees

Campaign: Romania plays!

Brand: Timișoreana
Client: ASAHI România
Lead Agency: Publicis România
Contributing Agency: Media Investment

Public Case Summary:
How can a sponsoring beer land on its feet even though the team it sponsors lost? Using the brand’s wisdom and emotion we managed to create a silver lining in a pint of disappointment. Facing covid restrictions that took the joy out of football plus an incoming painful loss, Timisoreana proved that success is still possible if you have an honest and heartfelt look at what is really happening on the field.

Team: Ioana Mihai // Senior Brand Strategist Publicis România, Theodor Sandu // Group Creative Director Publicis România, Mădălina Udrea // Client Lead Publicis România, Ana-Maria Ionita // Group Account Director Publicis România, Ana-Maria Bănică // Digital Account Manager Publicis România, Marian Dragomir // Social Media Specialist Publicis România, Mădălina Buhos // Senior Copywriter Publicis România, Gabriel Miu // Senior Art Director Publicis România, Iulia Dobre // Senior Brand Manager ASAHI ROMÂNIA, Zoltan Barti // Digital Manager Media Investment.

BRONZE

Campaign: Tazz delivers (almost) anything

Brand: Tazz by eMAG
Client: HCL Online Advertising
Lead Agency: Jazz Communication
Contributing Agency: United Media Services

Public Case Summary:
This is the story of how a newcomer in the fast delivery category took on the leader with a rebellious approach and a non-advertising communication that transformed a 50 times lower investment into a 13 times higher growth rate versus leader's 4 times growth rate. The secret: the campaign built around a music artists mash-up branded content not only made Tazz the talk of the town, but it also changed the communication standards of the category and proved that a progressive delivery app deserves a bold and rebellious approach

Team: Valentin Suciu // Creative Partner Jazz Communication, Irina Pencea // Managing Partner Jazz Communication, Oana Oprea // Creative Planner Jazz Communication, Mara Sabau // Art Director Jazz Communication, Bianca Muscalu // Copywriter Jazz Communication, Emi Chiţu // Senior Account Executive Jazz Communication, Alexandra Vestineanu // Group Account Director Jazz Communication, Bogdan Apalaghiei // Art Director Jazz Communication, Gabriel Nistoran // Performance Manager HCL Online Advertising, Andrada Farcas // Copywriter HCL Online Advertising, Mihai Brenda // Chief Commercial Officer HCL Online Advertising, Alin Serban // CEO HCL Online Advertising, Dragoş Andronache // Head of Digital United Media Services, Lavinia Ghise // Senior Performance Manager United Media Services, Cătălina Ciociltan // Digital Strategy Director United Media Services, Cezarina Ionita // Art Director , Iasmina Jianu // Marketing Manager , Cătălina Groza // Copywriter

Seasonal Marketing

Nominees

Campaign: Scare your bank!

Brand: First Bank
Client: First Bank
Lead Agency: Cheil Centrade
Contributing Agencies: Chainsaw Studio | Cyclop Film | OMD România | DC Communication

Public Case Summary:
First Bank leveraged its American blood and the insight that what people love most about Halloween is the fact that it’s the only silly-scary holiday to create the first campaign in which clients are incited to scare their current banks by applying for a loan with First Bank. In true Halloween spirit, the hero of the campaign was our Personal Needs Loan with horrifyingly low interest rate.

Team: Mihai Gongu // ECD SEE Cheil Centrade, Andreea Predoiu // Account Executive Cheil Centrade, Roxana Niță // Group Creative Director Cheil Centrade, Ana Maria Tănasă // Art Director Cheil Centrade, Alexandru Iliescu // Copywriter Cheil Centrade, Monica Garbur // AV producer Cheil Centrade, Carmen Miruță // Client Service Director Cheil Centrade, Bianca Cauc-Bitu // Account Director Cheil Centrade, Viorel Ruse // Marketing & Communication Director First Bank, Mihai Terecoasă // BTL & Production First Bank, Alina Petcu // Marketing Specialist First Bank, Daniela Bărăitaru // Marketing Specialist Insights & Social Media First Bank, Mihail Tănase // Senior Marketing Specialist First Bank, Cristina Drașovean-Oniceanu // Senior PR & CSR Specialist First Bank, Marius Bucur // Director Cyclop Film, Tudor Lucaciu // DOP Cyclop Film, Mircea Lăcătuș // Senior video editor Chainsaw Studio, Elena Munteanu // Senior Media Manager OMD România, Crenguța Roșu // Co-Managing Partner & Founder DC Communication.

Campaign: #SmallReasonsToCelebrate

Brand: Pepsi
Client: PepsiCo
Lead Agencies: Kubis & OMD România

Public Case Summary:
This case will show how Pepsi, the rebel player in the market, needed to capture GEN Z’s attention as the 2020 winter holiday season was approaching. Therefore, to win the season we did the unexpected – Pepsi ruined Xmas perfection talk by starting an anti-perfection movement featuring Fuego. Our witty and “lit” (cool) creative became talk-worthy and was an instant reminder for GEN Z that every cringe moment is a reason to celebrate.

Team: Carina Toma // Group Creative Director Kubis, Georgiana Feriu // Account Manager Kubis, Vlad Iosipescu // Social Media Manager Kubis, Victor Firan // Senior Art Director Kubis, Ionuţ Avădanei // Director of Photography Kubis, Sebastian Luba // Head of Social Media Kubis, Ada Gheorghiu // Group Account Director Kubis, Talida Cristea // Chief Operating Officer Kubis, Bianca Manescu // Head of
Strategy Kubis, Alexandra Aliman // Copywriter Kubis, Alexandra Tudor // Senior Strategic Planner Kubis, Alexandra Constantin // Brand Manager PepsiCo România, Oana Andone // Digital Specials Beverages PepsiCo România, Laurențiu Ion // Sr. Media & Digital Manager Beverages, East Balcans, Baltics & Israel PepsiCo România, Iuliana Dragomir // Sr. Brand Manager PepsiCo România, Delia Corniciuc // Sr. Marketing Manager Beverages PepsiCo România, Emanuela Badanga // Jr. Brand Manager PepsiCo România, Dana Constantin // Digital Manager OMD România, Răzvan Meirosu // Media Director OMD România, Maria Man // Social Media Manager.

Campaign: A different X-mas Story: Calling Santa

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
Although COVID was the visible disease, the real ‘disease’ for our elders was them feeling useless and becoming irrelevant for the rest of the world. As winter season approached, their loneliness would hurt even more.To fix this empathy deficit towards seniors, Telekom created a wave of empathy towards them, while bringing added value to their life with its technology.

Team: Vasilije Corluka // Chief Creative Officer LEO BURNETT, Andreas Aron // Group Creative Director LEO BURNETT, Viorel Holovach // Senior Art Director LEO BURNETT, Victor Stroe // Head of Planning & Associate Director LEO BURNETT, Mihai Lucanu // Brand Communication Director LEO BURNETT, Maria Ilea // Digital Account Manager LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Andreea Sava // Account Manager LEO BURNETT, Iulia Cocîrlea // Junior Copywriter LEO BURNETT, Claudia Drăghia // Graphic Designer LEO BURNETT, Grațiela Sevastița // Brand and Marketing Communication Expert Telekom România, Ioana Stoicescu // Marketing Expert Communication & Brand Strategy Telekom România, Cristina Iliescu // Senior Media Relations & External Communication Specialist Telekom România, Andreas Elsner // Chief Commercial Officer, Residential Segment Telekom România, Andreea Popa // Media Relations & External Communication Specialist Telekom România, Florina Serban // Corporate Responsibility Expert Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Ștefania Rusu // Senior Project Manager Communication & Brand Strategy Telekom România, Ruxandra Voda // Corporate Communications Director Telekom România, Ciprian Postelnicu // Head of Media Communication & Brand Strategy Telekom România.

Campaign: Christmas Bucket

Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agency: UM România

Public Case Summary:
Due to pandemic restrictions, a general state of uncertainty ruled over the fate of restaurants at the end of 2020, especially challenging for KFC which relies on indoor locations. This added to a category decreasing in value by almost 30% due to reduced consumer frequency and the traditional competition with local seasonal home-cooking. KFC’s holidays’ scenarios stimulated the craving for the beloved taste, without introducing any innovations or seasonal editions. KFC was the top-of-mind fast-food brand, managing the highest consideration and frequency scores from 2020, while being outspent by competitors.

Team: Costin Bogdan // Executive Creative Director McCann Worldgroup România, Lucian Cernat // Group Creative Director McCann Worldgroup România, Paula Ionescu // Copywriter McCann Worldgroup România, Mihai Constantinescu // Art Director McCann Worldgroup România, Andrei Florian // Sr Strategy Planner McCann Worldgroup România.

Campaign: Keep Santa Safe

Campaign: We’re just asking questions!

Brand: Catmobile.ro
Client: Catmobile.ro
Lead Agency: Sector 7 HUB
Contributing Agency: Dare Digital

Public Case Summary:
CatMobile.ro accustomed their audience with Black Friday campaigns that tackle a hot topic with a meta-humorous approach.

2020’s hot topic permeating Romanian culture were CONSPIRACY THEORIES. Driven by the pandemic and fueled by 5G talk of mass-surveillance fears, online conversations were flooded with references to conspiracies that would keep users engaged for days.
So why not ride this train by confirming our consumer’s strongest suspicions and provide an even stronger selling point for Catmobile.ro’s products - don’t succumb to the grand schemes of the occult and protect your phone.

Team: Alex Coteţ // Creative Partner Sector 7 HUB, Raluca Babei // Production Manager Sector 7 HUB, Ionuţ Datcu // New Business Director Sector 7 HUB, Dragoş Stircea // Manager Departament Marketing Catmobile.ro, Elena Teleman // Specialist Marketing Catmobile.ro, Ciprian Susanu // General Manager Dare Digital, Radu Nantu // Head of Branded Content.

BRONZE

Campaign: We’re just asking questions!

Brand: Catmobile.ro
Client: Catmobile.ro
Lead Agency: Sector 7 HUB
Contributing Agency: Dare Digital

Public Case Summary:
CatMobile.ro accustomed their audience with Black Friday campaigns that tackle a hot topic with a meta-humorous approach.

2020’s hot topic permeating Romanian culture were CONSPIRACY THEORIES. Driven by the pandemic and fueled by 5G talk of mass-surveillance fears, online conversations were flooded with references to conspiracies that would keep users engaged for days.
So why not ride this train by confirming our consumer’s strongest suspicions and provide an even stronger selling point for Catmobile.ro’s products - don’t succumb to the grand schemes of the occult and protect your phone.

Team: Alex Coteţ // Creative Partner Sector 7 HUB, Raluca Babei // Production Manager Sector 7 HUB, Ionuţ Datcu // New Business Director Sector 7 HUB, Dragoş Stircea // Manager Departament Marketing Catmobile.ro, Elena Teleman // Specialist Marketing Catmobile.ro, Ciprian Susanu // General Manager Dare Digital, Radu Nantu // Head of Branded Content.

SILVER

Campaign: Christmas Bucket

Corporate Reputation

Nominees

Campaign: We Stay Open

Brand: BCR
Client: BCR
Lead Agency: Cohn & Jansen Creative Network
Contributing Agency: Wavemaker România

Public Case Summary:
The economic uncertainty led to entrepreneurs’ feeling vulnerable and losing hope.
BCR, the bank for people who believe in themselves, wanted to inspire resilience:
We Stay Open: a video storytelling campaign, offering Romanian entrepreneurs a positive role to play for their communities, brought significant increases in brand perception vs. competitors and important loan sales among business clients.

Team: Andrei Cohn // Managing Partner & Creative Director Cohn & Jansen Creative Network, Andrei Beșliu // Group Creative Director Cohn & Jansen Creative Network, Cristina Abdel // Strategic Planner Cohn & Jansen Creative Network, Cătălina Ceparu // Senior Copywriter Cohn & Jansen Creative Network, Diana Crâșmariu // Head of Strategy Cohn & Jansen Creative Network, Oana Știrbu // Account Manager Cohn & Jansen Creative Network, Arina Stoenică // Group Account Director Cohn & Jansen Creative Network, Ionuţ Stanimir // Executive Director of Marketing and Communication BCR, Ana Maria Ghiurca // Head of Online Marketing BCR, Bogdan Lefter // Senior Brand Manager BCR, Ovidiu Popa // Online Expert BCR, Gabriela Nicolae // Brand Manager BCR, Gabriel Daniel Stanciu // Online Specialist BCR, Andree Blejan // Online Communication Expert BCR, Laura Plugaru // Social Media Expert BCR, Cătălin Lupoaie // Manager Senior Comunicare și Afaceri Publice BCR, Doina Savin // Account Manager Wavemaker România, Mădălina Tutuianu // Offline Media Planner Wavemaker România, Mihaela Stancescu // Group Account Director Wavemaker România

BRONZE

Campaign: We Stay Open

Business to Business

Nominees

Campaign: #SmallBusinessesFan

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
#FanAfaceriMici is an atypical B2B initiative in which Telekom, a supporter of digitalization & technology as a way to connect businesses with the opportunities of now, engaged consumers into helping small businesses struggling to survive in the lockdown’s aftermath.
Telekom harnessed the passion that people have for their favourite small businesses and encouraged them to promote them on social media. As a result, this initiative brought Telekom a 66% increase in consideration amongst business owners and contributed to the 12,5% increase in sales volume for SOHO+SME.

Team: Mihai Lucanu // Brand Communication Director LEO BURNETT, Victor Stroe // Head of Planning & Associate Director LEO BURNETT, Andreas Aron // Group Creative Director LEO BURNETT, Oana Năstase // Senior Digital Planner LEO BURNETT, Nadejda Ghilca // Senior Art Director LEO BURNETT, Maria Ilea // Digital Account Manager LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Eduard Cîrstea // Art Director LEO BURNETT, Șerban Tudorache // Copywriter LEO BURNETT, Roxana Pascal // Digital Account Executive LEO BURNETT, Alexandru Mazurchievici // Media Relations & External Communications Expert Telekom România, Carmen Miu // Media Marketing Expert Communication & Brand Strategy Telekom România, Gabriel Traistaru // Director Digital Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Gabriela Lulea // Marketing Expert Communication & Brand Strategy Telekom România, Ciprian Postelnicu // Head of Media Communication & Brand Strategy Telekom România.

Campaign: Reopen on OLX

Brand: OLX
Client: OLX Group
Lead Agency: Publicis România
Contributing Agency: MSL The Practice

Public Case Summary:
In march 2019, small undigitalised businesses were hit the hardest. OLX, took this opportunity to prove useful to small businesses across Romania by creating a dedicated service for them right when they needed it. In 2 weeks of the lockdown OLX launched its dedicated website: redeschide.olx.ro. By doing so, it started attracting businesses that weren't previously considering OLX as a marketplace and gained new business in the months following the campaign.

Team: Roxana Niculae // Client Manager Publicis România, Ema Ionescu // Client Lead Publicis România, Miruna Baias // Brand Strategist Publicis România, Titus Dumitrescu // Executive Creative Director Publicis România, Vlad Socianu // Senior Art Director Publicis România, Sebastian Romano // Group Creative Director Publicis România, Alin Badiu // Group Creative Director Publicis România, Cosmin Anghel // Senior Copywriter 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, Ioana Vrânceanu // Head of Sales OLX Group, Alina Nechifor // Senior Communication Manager MSL The Practice, Oana Bulexa // Managing Director MSL The Practice, Monica Jitariuc // Managing Director MSL The Practice.

BRONZE

Campaign: Reopen on OLX

SILVER

Campaign: #SmallBusinessesFan

Brand Experience

Campaign: Epic Birthday

Brand: URSUS
Client: Ursus Breweries
Lead Agencies: LEO BURNETT & Kubis
Contributing Agencies: Media Investment | MSL The Practice

Public Case Summary:
How can Ursus stay true to its epic fun brand promise in the midst of a global pandemic? Starting a powerful insight: birthdays cannot be cancelled nor rescheduled, not even by Covid.
Ursus seized the moment and made sure all the Romanians who had to spend their birthdays in isolation, would be surprised with birthday wishes aired LIVE on TV. With over 14 million people reached and 2000 videos generated, the initiative brought a double increase in MS compared to the increased registered by the entire premium segment.

Team: Victor Stroe // Head of Planning & Associate Director LEO BURNETT, Oana Năstase // Strategic Planner LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Adriana Pascan // Executive Creative Director LEO BURNETT, Nadejda Ghilca // Art Director LEO BURNETT, Teodor Chiripuci // Copywriter LEO BURNETT, Anca Calugaritoiu // Senior Brand Manager Ursus Breweries, Cristina Cring // Brand Manager Ursus Breweries, Victor Teioşanu // Premium Brands Director Ursus Breweries, Cristina Schițco // Client Service Director Kubis, Carina Toma // Group Creative Director Kubis, Paul Crăciunescu // Copywriter Kubis, Laura Fluture // Art Director Kubis, Florina Simon // Account Manager Kubis, Mădălina Ioana // Social Media Manager Kubis, Alina Jijau // Communication Director MSL The Practice, Zoltan Barti // Digital Media Manager Media Investment, Virginia Nutuloiu // Media Director Media Investment, Dora Parfene // Media Manager Media Investment, Corina Zamfir // Digital Media Manager Media Investment

Campaign: eMAG: A job for Santa

Brand: eMAG România
Client: eMAG România
Lead Agency: McCann Worldgroup România
Contributing Agency: MRM // McCann România

Public Case Summary:
In 2020 Romanians' beloved Christmas traditions were under threat. eMAG’s challenge was to be more than a joy-provider through gifts, but also save the Christmas spirit. To save Christmas, eMAG needed to save Santa! eMAG created a Santa impersonators marketplace for video-calls with kids, and a content series around the touching stories of professional Santas.

Campaign: Keep Santa Safe

BRONZE

Brand: Kinder Chocolate
Client: Ferrero România
Lead Agency: Publicis România
Contributing Agency: STARCOM

Public Case Summary:
In a sales driven context, using the power of communication, Kinder had to defend its most precious asset: its brand iconicity and, generate unprecedented business growth.
To make up for the guilt generated by WFH with kids, parents used an evening bonding ritual: reading stories. We took the mission to help parents build emotional resilience in their kids through storytelling. Kids became heroes of imaginary worlds created by themselves through interactive content that resulted in uniquely personalised stories, transforming the reading time into the most exciting moment of the day.

Team: Silviu Nedelschi // Executive Creative Director Publicis România, Horia Girbea // Copywriter Publicis România, Alexandru Tofan // Digital Art Director Publicis România, Ana-Maria Ţarălungă // Group Creative Director Publicis România, Camelia Efrimov // AV Production Lead Publicis România, Mădălin Dragnea // Sr Art Director Publicis România, Mirela Iordache // Client Manager Publicis România, Adina Albu // Sr. Client Lead Publicis România, Andrei Purecel // Client executive Publicis România, Bianca Loboda // Client Lead Publicis România, Adriana Dinu // Digital client manager Publicis România, Veronica Ciacoveanu // Digital Client Lead Publicis România, Elis Iaia // Head of Digital Strategy Publicis România, Diana Pasoi // Sr Brand Manager Ferrero România, Marius Farcasanu // Web Graphic Designer Publicis România, Cătălin Grigore // Sr Art Director Publicis România, Diana Maftei // Art Director Publicis România, Emil Mititelu // Digital Client Lead STARCOM, Adrian Alexe // Client Lead STARCOM, Alina Jijau // Communication Director MSL The Practice

SILVER

Campaign: OLX: You'll find a way

GOLD

Brand: Rompetrol Go
Client: Rompetrol
Lead Agency: GMP+WEBSTYLER
Contributing Agencies: United Media | Screen Native

Public Case Summary:
Rompetrol Go was transformed from offering support “on-the-road” and loyalty perks after purchase into supporting people to stay at home during lock down and offering loyalty perks in advance for future better times of traveling.
As a brand, Rompetrol succeeded in strengthening the relationship with its customers while they could not come to Rompetrol stations, in generating future sales and further loyalty, while also contributing beyond its industry to a positive impact in the life of its clients.

Team: Georgiana Cujba // Project Manager GMP+WEBSTYLER, Ondina Olariu // Client Service Director GMP+WEBSTYLER, Amalia Boldea // Account Director GMP+WEBSTYLER, Bogdan Niţu // GM & Head of Strategy GMP+WEBSTYLER, Rebeca Juverdeanu // Art director GMP+WEBSTYLER, Anca Uscatescu // Graphic designer GMP+WEBSTYLER, Mihai Fetcu // Creative Director GMP+WEBSTYLER, Cosmin Bumbacea // Copywriter GMP+WEBSTYLER, Ioana Proca // Head of Planning GMP+WEBSTYLER, Răzvan Stanga // Development GMP+WEBSTYLER, Sorina Fister Talasman // Marketing executive Rompetrol, Olga Ionescu // Retail brand manager Rompetrol, Teodora Dumitrescu // Marketing executive Rompetrol, Ioana Enache // Loyalty & Digital Manager Rompetrol, Costin Marcu // Digital Marketing Coordinator Rompetrol, Serghei Sevcenco // Head of Marketing Retail Rompetrol

GOLD

Campaign: Killer Discounts

Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agency: UM România, Golin

Public Case Summary:
KFC Killer Discounts was an interactive, immersive brand experience that happened directly in Fortnite: one of the most popular battle-royale games. It further expanded KFC’s strategy in entertainment, reaching a strategic target, hard to reach and engage by classic advertising. Gamers hunted popular streamers, which had an in-game alias equivalent to the discount offered if eliminated. The experience reached #7 in YouTube’s gaming top-trending videos, and fully involved the product, increasing brand meaningfulness’ scores (+40-points vs competitor) and +14% consumption frequency.

Team: Simona Suman // Executive Creative Director MRM // McCann România, Ioana Zamfir // Executive Creative Director MRM // McCann România, Laura Belc // Group Creative Director MRM //
McCann România, Andrei Bălan // Head of Digital Strategy MRM // McCann România, Adina Stănescu // Group Creative Director, Ionuţ Raicu // Art Director, Mădălina Pop // Copywriter

Branded Content & Entertainment

Nominees

Campaign: Pepsi Retro Studio

Brand: Pepsi
Client: PepsiCo România
Lead Agencies: DDB România & Kubis
Contributing Agencies: OMD România

Public Case Summary:
With HoReCa almost paused by the pandemic crisis and a consumer that was reluctant to premium SKUs, Pepsi took the courage to bet all its business and communication plan on the iconic glass bottles: the old and the new one. So, it appeared Pepsi Retro Studio the branded entertainment solution to answer consumers' need for nostalgia entertainment and a shameless display of brand, consumption and pop culture to satisfy both generations.

Team: Alex Tocilescu // Senior Copywriter DDB România, Mihai Calotă // Senior Art Director DDB România, Ştefan Vasilachi // Creative Director DDB România, Roxana Țâmpău // Managing Director DDB România, Blanka Horvath // Account Director DDB România, Ioana Dobrinescu // Senior Strategic Planner DDB România, Simina Leotescu // Head of Strategy DDB România, Carina Toma // Group Creative Director Kubis, Victor Firan // Art Director Kubis, Iuliana Dragomir // Senior Brand Manager PepsiCo România, Delia Corniciuc // Marketing Activation Manager PepsiCo România, Alexandra Constantin // Brand Manager PepsiCo România, Emanuela Badanga // Junior Brand Manager PepsiCo România, Laurențiu Ion // Digital & Media Manager PepsiCo România, Dana Constantin // Digital Manager OMD România, Răzvan Meiroșu // Media Director OMD România, Maria Ilie // Senior Media Manager OMD România, Irene Derasadurian // Media Manager OMD România.

Campaign: The CROPPERS

Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România

Contributing Agencies: UM România, Golin

Public Case Summary:
The CROPPERS is a branded teen-content series launched during last year’s lockdown, viewable in two ways (vertical and horizontal) and delivering two different corresponding stories.
While we’re used to see advertising stories developed around products, The CROPPERS did the opposite. It’s the first branded content story that gave birth to a product. Which became a best-seller in a very trying time for its parent-company, KFC.
Spread across an entire digital ecosystem, and completed with a product, The CROPPERS answers a simple question: how far can a story take a brand?

Team: Ion Cojocaru // Content Director MRM // McCann România, Ioana Enache // Social Media Creative Director MRM // McCann România, Corina Ionita // Head of Art Directors MRM // McCann România, Andrei Bălan // Head of Digital Strategy MRM // McCann România, Ioana Zamfir // Executive Creative Director MRM // McCann România.

Brand: Kinder Chocolate
Client: Ferrero România
Lead Agency: Publicis România
Contributing Agency: STARCOM

Public Case Summary:
In a sales driven context, using the power of communication, Kinder had to defend its most precious asset: its brand iconicity and, generate unprecedented business growth.
To make up for the guilt generated by WFH with kids, parents used an evening bonding ritual: reading stories. We took the mission to help parents build emotional resilience in their kids through storytelling. Kids became heroes of imaginary worlds created by themselves through interactive content that resulted in uniquely personalised stories, transforming the reading time into the most exciting moment of the day.

Team: Diana Maftei // Art Director Publicis România, Horia Girbea // Copywriter Publicis România, Silviu Nedelschi // Executive Creative Director Publicis România, Mirela Iordache // Client Manager Publicis România, Ana-Maria Ţarălungă // Group Creative Director Publicis România, Andrei Purecel // Client Executive Publicis România, Mădălin Dragnea // Art Director Publicis România, Adriana Dinu // Digital
Client Manager Publicis România, Marius Farcasanu // Web Graphic Designer Publicis România, Cătălin Grigore // Sr Art Director Publicis România, Alexandru Tofan // Art Director Publicis România, Elis Iaia // Head of Digital Strategy Publicis România, Adina Albu // Sr Client Lead Publicis România, Bianca Loboda // Client Lead Publicis România, Veronica Ciacoveanu // Digital client lead Publicis România, Diana Pasoi // Sr Brand Manager Ferrero România, Emil Mititelu // Digital client lead STARCOM, Adrian Alexe // Client Lead STARCOM, Alina Jijau // Communication Director MSL The Practice, Bogdan Dascălu // Account Manager Mediapost Hitmail.

Campaign: OLX: You'll find a way

Campaign: Eduard, president of the block

Brand: Edenia
Client: Macromex
Lead Agency: Saatchi & Saatchi + The Geeks
Contributing Agency: STARCOM

Public Case Summary:
As the 2020 pandemic context made us all more receptive about health, food safety and in-home consumption habits, it seemed relevant to step in and inspire people to live better and healthier through smart and simple choices by Edenia. Our “education by entertainment” approach proved successful again. The new online sitcom, “Eduard, president of the block” achieved even greater results than the year before, reaching more than 4,5 million views, increasing brand KPI’s on all levels and a double digit sales uplift, without the amplification of any traditional media.

Team: Teodora Ionica // Group Creative Director Saatchi & Saatchi + The Geeks, Bogdan Costin // Creative Director Saatchi & Saatchi + The Geeks, Ioana Brebu // Client service Director Saatchi & Saatchi + The Geeks, Andreea Moise // Art Director Saatchi & Saatchi + The Geeks, Mădălina Stoica // Account Director Saatchi & Saatchi + The Geeks, Vlad Petre // Managing Director Saatchi & Saatchi + The Geeks, Oana Stincel // Marketing Director Macromex, Camelia Manoil // Senior Brand Manager Macromex, Georgiana Modoran // Brand Manager Macromex, Daniela Eustafievici // Media Communication Manager STARCOM, Daniela Eustafievici // Media Communication Manager STARCOM.

BRONZE

Campaign: OLX: You'll find a way

BRONZE

Campaign: Eduard, president of the block

Brand: Edenia
Client: Macromex
Lead Agency: Saatchi & Saatchi + The Geeks
Contributing Agency: STARCOM

Public Case Summary:
As the 2020 pandemic context made us all more receptive about health, food safety and in-home consumption habits, it seemed relevant to step in and inspire people to live better and healthier through smart and simple choices by Edenia. Our “education by entertainment” approach proved successful again. The new online sitcom, “Eduard, president of the block” achieved even greater results than the year before, reaching more than 4,5 million views, increasing brand KPI’s on all levels and a double digit sales uplift, without the amplification of any traditional media.

Team: Teodora Ionica // Group Creative Director Saatchi & Saatchi + The Geeks, Bogdan Costin // Creative Director Saatchi & Saatchi + The Geeks, Ioana Brebu // Client service Director Saatchi & Saatchi + The Geeks, Andreea Moise // Art Director Saatchi & Saatchi + The Geeks, Mădălina Stoica // Account Director Saatchi & Saatchi + The Geeks, Vlad Petre // Managing Director Saatchi & Saatchi + The Geeks, Oana Stincel // Marketing Director Macromex, Camelia Manoil // Senior Brand Manager Macromex, Georgiana Modoran // Brand Manager Macromex, Daniela Eustafievici // Media Communication Manager STARCOM, Daniela Eustafievici // Media Communication Manager STARCOM.

SILVER

Brand: Kinder Chocolate
Client: Ferrero România
Lead Agency: Publicis România
Contributing Agency: STARCOM

Public Case Summary:
In a sales driven context, using the power of communication, Kinder had to defend its most precious asset: its brand iconicity and, generate unprecedented business growth.
To make up for the guilt generated by WFH with kids, parents used an evening bonding ritual: reading stories. We took the mission to help parents build emotional resilience in their kids through storytelling. Kids became heroes of imaginary worlds created by themselves through interactive content that resulted in uniquely personalised stories, transforming the reading time into the most exciting moment of the day.

Team: Diana Maftei // Art Director Publicis România, Horia Girbea // Copywriter Publicis România, Silviu Nedelschi // Executive Creative Director Publicis România, Mirela Iordache // Client Manager Publicis România, Ana-Maria Ţarălungă // Group Creative Director Publicis România, Andrei Purecel // Client Executive Publicis România, Mădălin Dragnea // Art Director Publicis România, Adriana Dinu // Digital
Client Manager Publicis România, Marius Farcasanu // Web Graphic Designer Publicis România, Cătălin Grigore // Sr Art Director Publicis România, Alexandru Tofan // Art Director Publicis România, Elis Iaia // Head of Digital Strategy Publicis România, Adina Albu // Sr Client Lead Publicis România, Bianca Loboda // Client Lead Publicis România, Veronica Ciacoveanu // Digital client lead Publicis România, Diana Pasoi // Sr Brand Manager Ferrero România, Emil Mititelu // Digital client lead STARCOM, Adrian Alexe // Client Lead STARCOM, Alina Jijau // Communication Director MSL The Practice, Bogdan Dascălu // Account Manager Mediapost Hitmail.

GOLD

Campaign: The CROPPERS

Engaged Communities

Nominees

Campaign: Next Top Galaxy Idol

Brand: Samsung
Client: Samsung Electronics România
Lead Agency: Cheil Centrade

Public Case Summary:
To launch its K-POP themed limited edition smartphone in Romania, Samsung built on the insight that K-POP fans (#ArmyRomania) are enthusiastic performers themselves. By creating the first ever Romanian K-POP Idol Talent Show entirely on Instagram we offered local K-POP fans the scene and the audience they craved and deserved. The enthusiasm and energy of #ArmyRomania set Instagram alight with original content and heated contest helping our limited edition K-POPsmartphone move from the shelves in the process."

Team: Roxana Niță // Group Creative Director Cheil Centrade, Robert Ghiță // Copywriter Cheil Centrade, Cătălin Ancoreanu // Art Director Cheil Centrade, Mihai Gongu // Executive Creative Director Cheil Centrade, Petruța Ciuică // Social Media Coordinator Cheil Centrade, Alina Miu // Account Manager Cheil Centrade, Gabriela Nanu // Business Director SEE Cheil Centrade, Ioana Sigarteu // Corporate Communication Manager SAMSUNG ROMÂNIA, Corina Enache // Social Media Specialist SAMSUNG ROMÂNIA, Simona Panait // Marketing Director SAMSUNG ROMÂNIA.

Brand: Pampers
Client: Procter and Gamble
Lead Agency: LEO BURNETT
Contributing Agencies: Graffiti PR | MediaCom

Public Case Summary:
Pampers co-created with Moms the 1st lullaby for preemies to comfort their parents through this ordeal.

Team: Corina Bratu // Planning Director LEO BURNETT, Irina Becher // Creative Director LEO BURNETT, Alexandru Savescu // Art Director LEO BURNETT, Silvia Grădinaru // Copywriter LEO BURNETT, Andreia Anghel // Brand Communication Director LEO BURNETT, Julide Omer // Brand Communication Manager LEO BURNETT, Sorin Deleanu // Senior Producer LEO BURNETT, Alexandru Zlavog // AV Producer LEO BURNETT, Ramona Bilic // Pampers Brand Manager Procter and Gamble România, Răzvan Resmerita // Communication Director Procter and Gamble România, Corina Coman // Communication Director Graffiti PR, Nicoleta Iancu // Senior PR Consultant Graffiti PR, Mariana Oprea // PR Consultant Graffiti PR, Bianca Talașman // PR Specialist Graffiti PR, Mădălina Săvulescu // Head of Digital Graffiti PR, Roxana Diaconescu // Digital Content Consultant Graffiti PR, Adriana Pintilescu // Digital Content Specialist Graffiti PR, Cristina Praz // Junior Digital Content Specialist Graffiti PR.

Campaign: Killer Discounts

Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agencies: UM România, Golin

Public Case Summary:
Killer Discounts was an interactive, immersive activation taking place directly in Fortnite: one of the most popular battle-royale games. It further expanded KFC’s strategy in entertainment, reaching a strategic community, hard to reach and engage by classic advertising. The campaign mechanics didn’t disrupt the game dynamics but complemented them. Gamers hunted popular streamers, which had an in-game alias equivalent to the discount offered if eliminated. The experience reached #7 in YouTube’s top-trending videos, with 3-times more views than the Romanian eSports League final and with more than 11,000 players signing-up.

Team: Ioana Zamfir // Executive Creative Director MRM // McCann România, Simona Suman // Executive Creative Director MRM // McCann România, Andrei Bălan // Head of Digital Strategy MRM // McCann România, Laura Belc // Group Creative Director MRM // McCann România, Andrei Florian // Sr Strategy Planner McCann Worldgroup România, Ionuţ Raicu // Art Director, Mădălina Pop // Copywriter, Adina Stănescu // Group Creative Director.

Campaign: Together, we are stronger

Brand: Vodafone
Client: Vodafone România
Lead Agency: McCann Worldgroup România

Public Case Summary:
As technology helped us stay together in 2020, Vodafone assumed its role of human connections facilitator at a higher level: to connect the need of people for social content with content creators from different domains in order to help them pursue their careers.
We created a content platform with live events that targeted different communities based on their interests and passions.

Team: Amanda Jones // Chief Strategy Officer McCann Worldgroup România, Ela Brave // Account Manager McCann Worldgroup România, Bianca Troncea // Strategy Director McCann Worldgroup România, Ruxandra Papuc // Executive Creative Director McCann Worldgroup România, Adrian Rusu // Group Creative Director McCann Worldgroup România, George Lupeanu // Senior Copywriter McCann Worldgroup România, Ovidiu Juravle // Senior Art Director McCann Worldgroup România, Alexandra Badarau // Senior Copywriter McCann Worldgroup România, Raluca Circo // Senior Art Director McCann Worldgroup România, Doina Ionescu // Group Account Director McCann Worldgroup România, Andreea Spilca // Senior Account Director McCann Worldgroup România.

SILVER

Campaign: Next Top Galaxy Idol

GOLD

GOLD

Campaign: Killer Discounts

Branded Utility

Nominees

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion

Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tons of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.

Team: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion.

BRONZE

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion

Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tons of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.

Team: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion.

Marketing Disruptors

Nominees

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion

Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tons of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.

Team: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion.

Campaign: Ghita switches to Telekom

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
Ghita was a challenger brand campaign, that went against any previous “norms” of the Telco category.
Porting such a huge brand icon from your competitor was a one-of-a-kind approach in Romanian communication.
Porting Ghita, one of the most famous advertising characters ever build in Romania, was a game-changing move.
Instantly shaking people's inertia towards the commoditized telco category, and put Telekom offer under their radar.
Reversing the highly negative brand and business trend.

Team: Șerban Tudorache // Copywriter LEO BURNETT, Victor Stroe // Associate Director & Chief Strategy Officer LEO BURNETT, Vasilije Corluka // Chief Creative Officer LEO BURNETT, Andreas Aron // Group Creative Director LEO BURNETT, Viorel Holovach // Senior Art Director LEO BURNETT, Magdalena Cernat // Senior Account Manager LEO BURNETT, Maria Ilea // Senior Account Manager LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Sorin Deleanu // Senior Producer LEO BURNETT, Mihai Lucanu // Brand Communication Director LEO BURNETT, Loredana Paraschiv // Account Executive LEO BURNETT, Gabriela Lulea // Marketing Expert Communication & Brand Strategy Telekom România, Carmen Miu // Marketing Expert Communication & Brand Strategy Telekom România, Andreea Popa // Media Relations & External Communication Specialist Telekom România, Cristina Iliescu // Senior Media Relations & External Communication Specialist Telekom România, Ioana Stoicescu // Marketing Expert Communication & Brand Strategy Telekom România, Andreas Elsner // Chief Commercial Officer, Residential Segment Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Ștefania Rusu // Senior Project Manager Communication & Brand Strategy Telekom România, Grațiela Sevastița // Marketing Expert Communication & Brand Strategy Telekom România.

Campaign: THE MOST BEER SODA

Campaign: ROM BUZZ Launch

Brand: ROM Autentic
Client: Kandia Dulce
Lead Agency: McCann Worldgroup România
Contributing Agencies: MRM // McCann România | UM România

Public Case Summary:
Planned for 2020, the launch of ROM Buzz was completely disrupted. As a solution to the brand’s aim of attracting new consumers, ROM Buzz was the key to unlocking a new category.
With a new recipe and image, ROM reinvented the classical product launch by redefining brand sponsorships and delivering on its trademark provocative approach.
Meant to hit the shelves at the beginning of the year but postponed for August, ROM Buzz managed to attract strong awareness & a place in the young consumer's shopping basket.

Team: Cătălin Dobre // Chief Creative Director McCann Worldgroup România, Alex Vasile // Social Media Creative Director McCann Worldgroup România, Andrei Florian // Strategic Planner McCann Worldgroup România, Ion Cojocaru // Content Director MRM // McCann România, Ioana Zamfir // ECD MRM // McCann România, Laura Belc // Group Creative Director MRM // McCann România, Alex Budin // Head of Technology MRM // McCann România, Alina Carasol // Media Group Acc Director UM România.

BRONZE

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion

Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tons of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.

Team: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion.

BRONZE

Campaign: ROM BUZZ Launch

Timely Opportunity

Nominees

Campaign: The Reunion Day

Brand: Bergenbier
Client: Bergenbier SA
Lead Agency: Cohn & Jansen Creative Network
Contributing Agencies: Zenith OptiMedia România | V8 Interactive

Public Case Summary:
Bergenbier celebrates Reunion Day: the day when you can finally meet your friends over a beer, after lockdown. This NCP helped Bergenbier not only to successfully recover lost MS, but also built brand equity.

Team: Teodora Ștefan // Strategic Planner Cohn & Jansen Creative Network, Alina Hinescu // Senior Account Executive Cohn & Jansen Creative Network, Andrei Beșliu // Group Creative Director Cohn & Jansen Creative Network, Andrei Ignat // Senior Copywriter Cohn & Jansen Creative Network, Radu Șoimulescu // Senior Art Director Cohn & Jansen Creative Network, Andreea Mateescu // Senior Account Manager Cohn & Jansen Creative Network, Diana Minculescu // Group Account Director Cohn & Jansen Creative Network, Diana Crâșmariu // Head of Strategy Cohn & Jansen Creative Network, Adina Tănase // Brand Manager Bergenbier SA, Ioana Albu // Digital & Media Manager Bergenbier SA, Ramona Radu // Marketing Manager Bergenbier SA, Alina Ganea // Senior Insights & Innovation Manager Molsoon Coors.

Campaign: Stay@HomeBank

Brand: ING
Client: ING Bank
Lead Agency: Jazz Communication
Contributing Agencies: Zenith România | 2029 production | White Image

Public Case Summary:
This is a campaign that leveraged a time of severe pandemic restrictions and lock down and gave it an optimistic outlook that even when everything must continue @home, banking continues easy with ING Home’Bank. The campaign had the highest advertising awareness and call to action in the category and persuaded potential clients and secondary client to consider ING as a main bank.

Team: Valentin Suciu // Creative Director Jazz Communication, Roxana Ionita // Sr. Account Manager Jazz Communication, Corneliu Dobrea // Art Director Jazz Communication, Ioana Cadir // Group Account Director Jazz Communication, Andreea Călăraşu // Creative Planner Jazz Communication, Erna Vitalariu // Senior Content Marketing Specialist ING BANK, Silvia Mihailescu // Marketing and Communication Director ING BANK, Irina Popescu // Senior Marketing Specialist ING BANK, Wenka Onje Booij // Brand & Marketing Lead ING BANK, Silvia Jalea // External & Internal Communication Lead ING BANK, Iuliana Duta // Senior Social Media Specialist ING BANK, Corina Manole // Senior Content Marketing ING BANK, Corneliu Aruxandei // Media Lead ING BANK, Simona Straut // Marketing Operations Manager ING BANK, Andreea Siran // Copywriter, Cătălina Groza // Copywriter, Felicia Stoica // Senior Copywriter.

Campaign: #SmallBusinessesFan

Campaign: The Online Park

Campaign: Epic Birthday

Campaign: eMAG: A job for Santa

Campaign: Reopen on OLX

BRONZE

Campaign: #SmallBusinessesFan

SILVER

SILVER

Campaign: Stay@HomeBank

Brand: ING
Client: ING Bank
Lead Agency: Jazz Communication
Contributing Agencies: Zenith România | 2029 production | White Image

Public Case Summary:
This is a campaign that leveraged a time of severe pandemic restrictions and lock down and gave it an optimistic outlook that even when everything must continue @home, banking continues easy with ING Home’Bank. The campaign had the highest advertising awareness and call to action in the category and persuaded potential clients and secondary client to consider ING as a main bank.

Team: Valentin Suciu // Creative Director Jazz Communication, Roxana Ionita // Sr. Account Manager Jazz Communication, Corneliu Dobrea // Art Director Jazz Communication, Ioana Cadir // Group Account Director Jazz Communication, Andreea Călăraşu // Creative Planner Jazz Communication, Erna Vitalariu // Senior Content Marketing Specialist ING BANK, Silvia Mihailescu // Marketing and Communication Director ING BANK, Irina Popescu // Senior Marketing Specialist ING BANK, Wenka Onje Booij // Brand & Marketing Lead ING BANK, Silvia Jalea // External & Internal Communication Lead ING BANK, Iuliana Duta // Senior Social Media Specialist ING BANK, Corina Manole // Senior Content Marketing ING BANK, Corneliu Aruxandei // Media Lead ING BANK, Simona Straut // Marketing Operations Manager ING BANK, Andreea Siran // Copywriter, Cătălina Groza // Copywriter, Felicia Stoica // Senior Copywriter.

GOLD

Campaign: The Online Park

Sustained Success

Nominees

Campaign: Strong & Soft

Brand: Pufina
Client: Pehart Grup
Lead Agency: Jazz Communication
Contributing Agencies: UM România | Promis Advertising | Connect Media | Headway

Public Case Summary:
This is a story of a Romanian brand taking on international brands investing much more in communication, and how its lateral strategic positioning and communication choices made the difference: talking about men in a campaign dedicated to women who run the household and building an emotional connection for a brand that otherwise may appear to be a bare necessity. Across 4 years, Pufina had a sustained growth, despite having among some of the lowest media investments and reached 2nd place after dominant leader Zewa across brand and business KPIs.

Team: Valentin Suciu // Creative Partner Jazz Communication, Andreea Ghenoiu // Creative Director Jazz Communication, Andreea Călăraşu // Creative Planner Jazz Communication, Carmen Opris // Managing Director Promis Advertising, Georgeta Ivan // Account Promis Advertising, Raluca Păun // Consultant & Marketing Director Pehart Grup, Silvia Molnar // Media Account UM România, Alina Carasol // Client Service Director UM România, Oana Chivu // Client Service Director UM România, Alex Buta // Art Director , Krisztina Maier // Art Director , Irina Matei // Account Manager , Alexandra Coanca // Account Executive , Cristian Todean // Junior Brand Manager & Designer , Simona Suman // Group Creative Director , Andrei Stanciu // Senior Copywriter , Raluca Craioveanu // Account Director , Georgiana Rotaru // Account Director , Mircea Vlase // Art Director , Manuela Obreja // Brand Manager.

SILVER

Campaign: Strong & Soft

Positive Change: Social Good – Brands

Nominees

Campaign: Your rhythm puts back the rhythm in children's hearts

Brand: ING
Client: ING Bank
Lead Agency: Jazz Communication
Contributing Agencies: Zenith România

Public Case Summary:
When all the attention was on COVID-19, we wanted to help patients who were not in focus at that time. We raised 66.000€ via Home'Bank for children with cardiac malformations, meaning 2x direct donations vs target, 2,6x more donations vs previous CSR campaign and a record amount of donations for ING raised for a non-COVID cause. We had 66% more participants in the social media mechanics than in the previous CSR campaign vs 20% targeted, 2x the engagement rate on Facebook and +35% organic post interactions on Instagram.

Team: Valentin Suciu // Creative Director Jazz Communication, Andreea Ghenoiu // Creative Director Jazz Communication, Mara Sabau // Art Director Jazz Communication, Bianca Muscalu // Copywriter Jazz Communication, Mihai Nicolau // Copywriter Jazz Communication, Ioana Cadir // Group Account Director Jazz Communication, Simona Dinca // Digital Account Manager Jazz Communication, Oana Oprea // Digital Creative Planner Jazz Communication, Iuliana Duta // Sr. Social Media Manager ING BANK, Silvia Mihailescu // Director of Marketing and Communications ING BANK, Alexandra Maier // Sr. Corporate Social Responsibility Specialist ING BANK.

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

Brand: Pampers
Client: Procter and Gamble
Lead Agency: LEO BURNETT
Contributing Agencies: Graffiti PR | MediaCom

Public Case Summary:
Pampers co-created with Moms the 1st lullaby for preemies to comfort their parents through this ordeal.

Team: Corina Bratu // Planning Director LEO BURNETT, Irina Becher // Creative Director LEO BURNETT, Alexandru Savescu // Art Director LEO BURNETT, Silvia Grădinaru // Copywriter LEO BURNETT, Andreia Anghel // Brand Communication Director LEO BURNETT, Julide Omer // Brand Communication Manager LEO BURNETT, Sorin Deleanu // Senior Producer LEO BURNETT, Alexandru Zlavog // AV Producer LEO BURNETT, Ramona Bilic // Pampers Brand Manager Procter and Gamble România, Răzvan Resmerita // Communication Director Procter and Gamble România, Corina Coman // Communication Director Graffiti PR, Nicoleta Iancu // Senior PR Consultant Graffiti PR, Mariana Oprea // PR Consultant Graffiti PR, Bianca Talașman // PR Specialist Graffiti PR, Mădălina Săvulescu // Head of Digital Graffiti PR, Roxana
Diaconescu // Digital Content Consultant Graffiti PR, Adriana Pintilescu // Digital Content Specialist Graffiti PR, Cristina Praz // Junior Digital Content Specialist Graffiti PR.

Campaign: #SmallBusinessesFan

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agencies: Media Investment | V+O

Public Case Summary:
#FanAfaceriMici is an atypical B2B initiative in which Telekom, a supporter of digitalization & technology as a way to connect businesses with the opportunities of now, engaged consumers into helping small businesses struggling to survive in the lockdown’s aftermath.
Telekom harnessed the passion that people have for their favourite small businesses and encouraged them to promote them on social media. As a result, this initiative brought Telekom a 66% increase in consideration amongst business owners and contributed to the 12,5% increase in sales volume for SOHO+SME.

Team: Andreas Aron // Group Creative Director LEO BURNETT, Oana Năstase // Senior Digital Planner LEO BURNETT, Nadejda Ghilca // Senior Art Director LEO BURNETT, Maria Ilea // Digital Account Manager LEO BURNETT, Șerban Tudorache // Copywriter LEO BURNETT, Victor Stroe // Head of Planning & Associate Director LEO BURNETT, Mihai Lucanu // Brand Communication Director LEO BURNETT, Corina Bratu // Planning Director LEO BURNETT, Eduard Cîrstea // Art Director LEO BURNETT, Roxana Pascal // Digital Account Executive LEO BURNETT, Alexandru Mazurchievici // Media Relations & External Communications Expert Telekom România, Carmen Miu // Media Marketing Expert Communication & Brand Strategy Telekom România, Gabriel Traistaru // Director Digital Telekom România, Ruxandra Rau // Director Communication & Brand Strategy Telekom România, Gabriela Lulea // Marketing Expert Communication & Brand Strategy Telekom România, Ciprian Postelnicu // Head of Media Communication & Brand Strategy Telekom România.

Campaign: The Online Park

Campaign: Leave No Kid Behind

Brand: Vodafone
Client: Vodafone România
Lead Agency: McCann Worldgroup România

Public Case Summary:
We developed a co-donation campaign to sustain educational process in rural areas, during pandemic times. Vodafone collaborated with Vodafone foundation to develop and implement an innovative digital educational platform to help kids have access to school.
We developed an integrated campaign that helped us achieve:
The needed amount for our projectDevelop more educational resources integrated in our digital educational platform.

Team: Amanda Jones // Chief Strategy Officer McCann Worldgroup România, Doina Ionescu // Group Account Director McCann Worldgroup România, Bianca Troncea // Strategy Director McCann Worldgroup România, Ruxandra Papuc // Executive Creative Director McCann Worldgroup România, Adrian Rusu // Group Creative Director McCann Worldgroup România, George Lupeanu // Senior Copywriter McCann Worldgroup România, Ovidiu Juravle // Senior Art Director McCann Worldgroup România, Mircea Tara // Senior Copywriter McCann Worldgroup România, Delia Raicu // Art Director McCann Worldgroup România, Andreea Spilca // Senior Account Director McCann Worldgroup România, Alecsandra Popa` // Senior Copywriter McCann Worldgroup România.

Campaign: Together while separated

Brand: Timișoreana
Client: ASAHI România
Lead Agency: Publicis România
Contributing Agencies: MSL The Practice | Media Investment | Hahaha production | Multimedia Est

Public Case Summary:
The oldest beer in the country acts quick during our first lockdown and chooses to support the country and lift people's spirit, instead of being self-sufficient. The whole country joins and the beer gets more than it ever expected.

Team: Dana Bratu // Digital Copywriter Publicis România, Ciprian Frunzeanu // Digital Art Director Publicis România, Theodor Sandu // Group Creative Director Publicis România, Ioana Mihai // Senior Brand Strategist Publicis România, Răzvan Bănică // Art Director Publicis România, Ana-Maria Ionita // Group Account Director Publicis România, Ana-Maria Bănică // Digital Account Manager Publicis România, Mădălina Udrea // Account Manager Publicis România, Camelia Efrimov // AV producer Publicis România, Mădălina Buhos // Senior Copywriter Publicis România, Gabriel Miu // Art Director Publicis România, Iulia Dobre // Senior Brand Manager ASAHI ROMÂNIA, Alexandra Silav // Brand Manager ASAHI ROMÂNIA, Marek Dvořák // VP of Marketing ASAHI ROMÂNIA, Delia Danu // Account Director Publicis Events, Virginia Nutuloiu // Media director Media Investment, Camelia Eremia // PR Director MSL The Practice.

BRONZE

Campaign: Your rhythm puts back the rhythm in children's hearts

BRONZE

Brand: Pampers
Client: Procter and Gamble
Lead Agency: LEO BURNETT
Contributing Agencies: Graffiti PR | MediaCom

Public Case Summary:
Pampers co-created with Moms the 1st lullaby for preemies to comfort their parents through this ordeal.

Team: Corina Bratu // Planning Director LEO BURNETT, Irina Becher // Creative Director LEO BURNETT, Alexandru Savescu // Art Director LEO BURNETT, Silvia Grădinaru // Copywriter LEO BURNETT, Andreia Anghel // Brand Communication Director LEO BURNETT, Julide Omer // Brand Communication Manager LEO BURNETT, Sorin Deleanu // Senior Producer LEO BURNETT, Alexandru Zlavog // AV Producer LEO BURNETT, Ramona Bilic // Pampers Brand Manager Procter and Gamble România, Răzvan Resmerita // Communication Director Procter and Gamble România, Corina Coman // Communication Director Graffiti PR, Nicoleta Iancu // Senior PR Consultant Graffiti PR, Mariana Oprea // PR Consultant Graffiti PR, Bianca Talașman // PR Specialist Graffiti PR, Mădălina Săvulescu // Head of Digital Graffiti PR, Roxana
Diaconescu // Digital Content Consultant Graffiti PR, Adriana Pintilescu // Digital Content Specialist Graffiti PR, Cristina Praz // Junior Digital Content Specialist Graffiti PR.

GOLD

Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION

GOLD

Campaign: The Online Park

Positive Change: Social Good – Non-Profit

Nominees

Campaign: Your birthday rewrites the story

Brand: Galantom
Client: Asociaţia Envision
Lead Agency: Jazz Communication
Contributing Agencies: Conan PR | Saga Film | Mavericks | United Media Services

Public Case Summary:
In a context oversaturated by Covid related CSR campaigns, with people being left disconnected and with limited personal budgets, we managed to give an even deeper meaning to one of the key moments in people’s lives: their birthdays. By donating their birthday, people could #rewritethestory to ultimately change the “painting” we are all living in. The campaign had a significant impact, obtaining more than 2 million organic media reach and over 2,3 milion lei donations.

Team: Andreea Ghenoiu // Creative Director Jazz Communication, Valentin Suciu // Creative Partner Jazz Communication, Răzvan Raicu // Art Director Jazz Communication, Emi Chiţu // Senior Account Executive Jazz Communication, Alexandra Vestineanu // Group Account Director Jazz Communication, Alexandra Vornicu // Client Angel Asociaţia Envision, Ruxandra Patrascu-Maian // Social Media Jedi Asociaţia Envision, Laszlo Bodor // Friends & Funds Raiser Manager Asociaţia Envision, Andrei Chirtoc // Project Harmonizer Asociaţia Envision, Gabriel Solomon // Dev Guru Asociaţia Envision, Doina Georgia Tescovschi // PR Director Conan PR, Ioana Negoescu // PR Manager Conan PR, Corina Scutariu // PR Executive Conan PR, Eugen Stoie // Film Editor Prod'action Advertising, Paula Prahoveanu // Online Media Manager Next Advertising, Dragoş Traistaru // Film Director Carioca Studio, Raluca Băraru // Illustrator & Art Director Independent Illustrator & Art Director, Cătălin Matei // Producer Saga Film, Alexandra Popescu // PR Manager , Bogdan Driu // PR Executive.

Campaign: The NO-Forests Marathon

Brand: WWF
Client: WWF Romania
Lead Agencies: Kubis & Rogalski Damaschin

Public Case Summary:
This case describes how WWF created a zero-budget campaign for the problem of illegal logging in Romania. We aimed to re-focus the media attention on the uncensored realities of illicit logging, create public pressure through the "STOP ILLEGAL LOGGING" petition, and force the government to take action.

Team: Alexandra Cristu // Copywriter Kubis, Andrei Deteșan // Senior Art Director Kubis, Cristina Schițco // Group Account Director Kubis, Camelia Matei // Account Director Kubis, Ionuţ Avădanei // Director of Photography Kubis, Bianca Manescu // Head of Strategy Kubis, Radu Melu // Manager Naţional al Departamentului de Păduri WWF România, Hanny Bratu // Manager Marketing şi Fundraising WWF România, Magda Munteanu // Specialist Comunicare Senior WWF România, Bianca Stefanut // Specialist Comunicare Senior WWF România.

SILVER

Campaign: Your birthday rewrites the story

Grand Effie

Winner Grand Effie

Campaign: The Banknote Concerts

Brand: SAMSUNG
Client: SAMSUNG ROMÂNIA
Lead Agency: LEO BURNETT
Contributing Agency: MSL The Practice România

Public Case Summary:
To prove innovation can break preconceived conventions - even when experiencing classical music - Samsung gave all Romanians the chance to experience the elite Enescu music festival at their fingertips, with the help of technology - by scanning the common 5 lei banknote.

Team: Jorg Riommi, Chief Creative Officer Central Eastern Europe & Romania Publicis Romania - LEO BURNETT // Monica Jitariuc, Managing Director - MSL The Practice // Raluca Acuculitei, Brand Communication Executive - LEO BURNETT // Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Nica Andrei, Group Creative Director - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT //
Silvana Frînculescu, Art Director - LEO BURNETT // Adina Redeș, Brand Communication Director - LEO BURNETT // Monica Iosif, Senior Brand Communication Manager - LEO BURNETT // Maria Sarivan, Strategic Planner - LEO BURNETT // Victor Stroe, Associate Director & Head of Strategy - LEO BURNETT // Livia Fericean, Corporate Citizenship and Public Affairs Manager Samsung Electronics Romania - SAMSUNG ROMANIA.

Packaged food

Nominees

Campaign: Eduard, the Urban Farmer

Campaign: Eduard, the Urban Farmer
Brand: Edenia Foods
Client: Macromex
Lead Agency: Saatchi & Saatchi + The Geeks
Contributing Agency: STARCOM

Public Case Summary:
Frozen vegetables are perceived to be less healthy, nutritive and tasty than fresh vegetables, although this is arguably not true. For creating an educational campaign on this rather difficult and dull topic, we came up with an unconventional “education through entertainment” campaign, which has in its core a digital sitcom, “Eduard, the urban farmer”, to make – probably for the first time ever – frozen vegetables an exciting topic to discover, while consolidating the Edenia brand both in terms of sales (+13.4%) and in terms of market share (+4.4pp).

Team: Teodora Ionica, Senior Copywriter - Saatchi & Saatchi + The Geeks // Ioana Brebu, Account Director - Saatchi & Saatchi + The Geeks // Bogdan Costin, Creative Director - Saatchi & Saatchi + The Geeks // Adrian Vladut, Media Communication Manager - STARCOM // Octavian Catana, Senior Art Director - Saatchi & Saatchi + The Geeks // Manuela Tutunica, Media Performance Specialist - STARCOM // Andreea Ivanov, Performance Media Consultant - STARCOM // Madalina Stoica, Senior Account Manager - Saatchi & Saatchi + The Geeks // Daniela Eustafievici, Media Communication Manager - STARCOM // Vlad Petre, Managing Director - Saatchi & Saatchi + The Geeks // Oana Stincel, Marketing Director - Macromex // Camelia Manoil, Senior Brand Manager - Macromex // Georgiana Modoran, Junior Brand Manager - Macromex // Ana Ocnaru, Communication & Digital Manager - Macromex.

Campaign: Welcome the "Peace of Mind" at Your Table

Campaign: Welcome the "Peace of Mind" at Your Table
Brand: Napolact
Client: Friesland Campina
Lead Agency: Propaganda
Contributing Agencies: V8 Interactive | Wavemaker România | FRONTLINE MARKETING |Strada Film

Public Case Summary:
Challenge/Objectives
How to win no. 3 in white cheese category, disregarding Napolact higher price, the flat category, contested with international, strong players?

Strategy
Only an authentic cheese can open the kitchen doors for authentic Romanian families. Napolact is filled with “peace of mind”, due to Ardeal roots, being able to activate its power to bridge generations using product versatility.

Results
Napolact gained 3rd position surpassing strong players, increased sales and built the most relevant connection with the Romanian consumers for the cheese segment, proved by brand KPI.

Team: Roxana Panaitescu, Group Creative Director - Propaganda // Luiza Boerescu, Group Account Director - Propaganda // Anca Iuhas, Senior Strategic Planner - Propaganda // Paul Goti, Senior Art
Director - Propaganda // Atoussa Bassiri, Senior Account Manager - Propaganda // Mihaela Coman, Senior Copywriter - Propaganda // Bianca Voicu, Senior Account Executive - Propaganda // Razvan Orbulescu, Marketing Director - Napolact // Marcela Moldovan, AV Director - Propaganda // Oana Preda, Ex - Account Director - Propaganda // Ionel Peres, Marketing Manager - Napolact // Bogdan Ionita, Ex - Head of Strategy - Propaganda // Teodora Tunsu, Senior Brand Manager - Napolact // Daniela Moldoveanu, Category Insights Manager - Napolact // Mihai Coliban, Ex - Creative Director - Propaganda // Adriana Busu, Channel Development Manager - Napolact // Cosmin Baba, Creative Director - V8 Interactive // Andra Ghinea, Account Director - V8 Interactive // Adrian Man, Shopper Marketing Manager - Napolact // Catalin Mitulescu, Director - Strada Film.

Campaign: Unisolești

Campaign: Unisolești
Brand: Unisol
Client: Bunge
Lead Agency: Most Wanted Ideas
Contributing Agencies: Circles Colab | Optimum Media Direction

Public Case Summary:
Unisol saw its Consideration and Loyalty decrease. The problem was that the brand's differentiator „ first press oil" did not click with consumers. To make it exciting again, we created an imaginary place, Unisolești, where the special skill of everybody is to do things right from the first try. This was where Unisol came from, the cooking oil obtained from the first pressing of sunflower seeds. The campaign reinforced the brand's association with the "first press" attribute, increased Consideration and Loyalty and delivered volume sales and Value MS.

Team: Liviu Isop, AV Producer - Most Wanted Ideas // Andreea Matei, Client Service Manager - Most Wanted Ideas // Iulia Dobromir, Brand Manager - Bunge // Radu Aciobotaritei, Brand Manager - Bunge // Anca Boia, Media Executive - Optimum Media Direction.

BRONZE

Campaign: Welcome the "Peace of Mind" at Your Table

BRONZE

Campaign: Unisolești

GOLD

Campaign: Eduard, the Urban Farmer

Snacks, confectionery and deserts

Nominees

Campaign: What Do You Put on TUC?

Campaign: What Do You Put on TUC?
Brand: TUC
Client: Mondelez
Lead Agency: Minio Studio
Contributing Agencies: New Frame | Land of Web | Fork Vision | Isobar România

Public Case Summary:
In a market growing double digits, TUC was barely growing with 7%. With less than 5.000 euros media budget per month and no communication platform, our mission was to revive the brand and put it back on growth. The campaign brought a +80% increase in sales during the campaign and the growing trend continued. The engagement rated went 11 times higher than the benchmark and the campaign concept became the ongoing TUC communication platform.

Team: Ioana Pana, Senior Brand Manager Biscuits Category - Mondelez // Ana Croveanu, (former) Graphic Designer - Minio Studio // Andreea Bogdan, Marketing Manager Biscuits SCE - Mondelez // Calin Ionescu, (former) Head of Accounts - Minio Studio // Teofan Gavriliu, (former) Art Director - Minio Studio // Andreea Vergelea, Junior Brand Manager Biscuits RO - Mondelez // Eustatiu (Mihai) Balan, Senior Art Director - Minio Studio // Ioana Mucenic, CEO - Minio Studio // Bogdan Alexandrescu, Chef | Food stylist | Foodpreneur - Fork Vision // Marius (Max) Amza, Senior DTP - Minio Studio // Paul Cotor, Head of Creatives - Minio Studio // Ana Velea, Head of Operations - Minio Studio // Ilinca Valeanu, (Former) Senior Account Manager - Minio Studio // Sabina Juncu, Account Director - Isobar Romania // Cristiana Pana, Head of Strategy & Growth - Minio Studio // Veronica Zirnea, Social Media Manager - Isobar Romania // Marius Marin, Reputation Manager - Minio Studio // Marius Cioroaba, (former) Copywriter - Minio Studio // Simona Bitanescu, Account Executive - Isobar Romania.

Campaign: Which Lay’s is Yours?

Campaign: Which Lay’s is Yours?
Brand: Lay's
Client: PepsiCo România
Lead Agency: Friends\TBWA
Contributing Agency: OMD România

Public Case Summary:
Our goal was to drive excitement for the brand among a wide audience by evoking its sensorial appeal while making sure the 3 different product sub-lines (Lay’s Baked, Lay’s Maxx and Lay’s Classic) are clearly differentiated and targeted to their specific audience segments.

Building on the insight that enjoying Lay’s potato chips is a rich multi-sensorial experience, the campaign recreated this experience digitally by using the right mix of influencers and the ASMR effect in immersive video content.

Team: Sorin Trâncă, Simplification Officer - Friends\TBWA // Nadia Nofal, Junior Digital Analyst - PepsiCo Romania // Adrian Preda, Creative Director - Friends\TBWA // Gabriela Grosu, Media Manager - OMD Romania // Andreea Golban, Group Creative Director - Friends\TBWA // Dana Constantin, Digital Manager - OMD Romania // Fesus Barna, Art Director - Friends\TBWA // Alecsandra Apostolescu, Digital Strategist - Friends\TBWA // Răzvan Mic, Art Director - Friends\TBWA // Andra Nicolescu, Social Media Manager - Friends\TBWA // Luiza Boerescu, Account Director - Friends\TBWA // Gabriela Ionescu, Group Brand Manager - PepsiCo Romania // Dan Șendroiu, Head of Strategy - Friends\TBWA // Mircea Ciubotaru, Brand Manager - PepsiCo Romania // Alexandra Bălăceanu, Junior Brand Manager - PepsiCo Romania // Cristina Olaru, Junior Account Executive - Friends\TBWA // Ioana Popescu, Account Manager - Friends\TBWA // Vlad Vlădescu, Digital Marketing Manager - PepsiCo Romania // Carmen Privache, Media Director - OMD Romania.

BRONZE

Campaign: What Do You Put on TUC?

Personal Care Products & Services

Nominees

Campaign: Gillette Skinguard "Life without Irritations"

Nominees

Campaign: The Right Condom

Brand: Durex
Client: Durex România
Lead Agencies: Minio Studio & Zenith
Contributing Agencies: Fulg Media, Land of Web, Ceva Mărunt

Public Case Summary:
Durex started a conversation about sizes in a country where market penetration is just 5.7% and previous educational messages showed no efficiency. Using humor and a group of improv comedians, we created the first-ever integrated local campaign and managed to protect an additional 1 million sex instances during the campaign. That means 8.2% increase in Durex sales and also +3% market growth. And it seems people loved the campaign, as the engagement rate was 16 times higher than previous Durex campaigns.

Team: Calin Ionescu, (former) Head of Accounts - Minio Studio // Laura Togui, Group Brand & Trade Mkt. Manager Personal Care South Eastern Europe - Durex // Andreea Brutaru, (former) Account Manager - Minio Studio // Ana Velea, Head of Operations - Minio Studio // Alexandru Corocea, Brand & Trade Marketing Manager Durex & Veet RO/BG - Durex // Teofan Gavriliu, (former) Art Director - Minio Studio // Diana Cireap, Media and Digital Manager - Durex // Andrei Sandu, (former) Graphic Designer – Minio Studio // Ioana Mucenic, CEO - Minio Studio // Marghit Olteanu, Senior Digital Communication Planner - Zenith // Cristiana Pana, Head of Strategy & Growth - Minio Studio // Paul Cotor, Head of Creatives - Minio Studio // Gabriel Băicoianu – Account Manager Minio Studio // Cristiana Gabor, Senior Communication Planner - Zenith // George Bonea, (former) Copywriter - Minio Studio // George Zavoianu, Performance specialist - Zenith // Ramona Gavrila, Media Client Lead - Zenith // Camelia Balinca, Media Activation Lead - Zenith // Andrei Varlan, Senior Digital Communication Planner - Zenith.

Campaign: Drama Queen

Brand: Magnevie Stress Resist
Client: SANOFI ROMÂNIA
Lead Agency: Publicis România
Contributing Agency: MINDSHARE ROMÂNIA

Public Case Summary:
Standing out in the overcrowded food supplements category required a new, different way of engaging with the target beyond just TV. The target is used to stress to the point of not being aware of it, but irritability rings a bell. We started from the idea that making a drama out of nothing is a sign of stress. Because life is 10 % what happens to you and 90% how you react to that, we recreated reaction dramas. This fresh POV helped MagneVie perform, proving drama can work sometimes!

Team: Laur Raboj, Copywriter - Publicis Romania // Lavinia Mitran, Digital Manager - MINDSHARE ROMANIA // Florin Padurean, Art Director - Publicis Romania // Oana Gaal, Media Planner - MINDSHARE ROMANIA // Andrei Tudorache, Media - MINDSHARE ROMANIA // Titus Dumitrescu, Executive Creative Director - Publicis Romania // Cristian Buha, Client Manager - Publicis Romania // Andreea Cernautan, Client Executive - Publicis Romania // Camelia Efrimov, AV Director - Publicis Romania // Dana Pocarascu, Brand Manager Consumer Healthcare - SANOFI ROMANIA.

SILVER

Campaign: The Right Condom

Other products & services

Nominees

Campaign: #TimeToRead

Brand: Curtea Veche Publishing
Client: Curtea Veche Publishing
Lead Agency: LEO BURNETT
Contributing Agencies: MSL The Practice | STARCOM

Public Case Summary:
Curtea Veche Publishing proved that there is #TimeToRead, no matter how tied-up our lives are. The campaign debunked the most often invoked reason – the lack of time – through the power of example, given by the busiest and successful celebrities people looked up to.

Playing things simply paid back: going where people were, sharing the message through those they followed, the campaign reached 10 times more people than estimated and truly impacted Romanians’ attitudes towards reading. 100% organically, with no media budget.

Team: Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Adriana Pașcan, Creative Director - LEO BURNETT // Silvia Grădinaru, Copywriter - LEO BURNETT // Victor Stroe, Associate Director & Head of Strategy - LEO BURNETT // Maria Sarivan, Strategic Planner - LEO BURNETT // Fulvia Olaru, Brand Communication Manager - LEO BURNETT // Miruna Meirosu, PR Manager - Curtea Veche Publishing // Barna Nemethi, Executive Director - Curtea Veche Publishing.

GOLD

Campaign: #TimeToRead

David vs Goliath

Nominees

Campaign: #NotJustMondays

Brand: 5 to go
Client: 5 to go
Lead Agency: The Onion Media

Public Case Summary:
Starbucks started a big outdoor campaign: special promotion on Mondays which directly approached our core value proposition: 5 lei coffee.

In the heart of Bucharest we placed our message #notjustmondays right under a huge Starbucks mesh, on a Tuesday.

One message, one day. This brought us organic +500k reactions, 3M reach on social media, +20% fanbase, +30% next day sales, +200% franchise requests 2019 vs 2018.

#notjustmondays became a driver for the brand and the platform for many campaigns that followed.

BRONZE

Campaign: #NotJustMondays

New Brand Introduction

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agency: MediaInvestment

Public Case Summary:
Enabling the magic experience of parents telling a bedtime story to their kids, even if they are separated by thousands of kilometers is already a winning story proving how technology can be used to help people, regardless of the evaluating criteria.

But when this initiative comes as proof of Telekom's mantra and results exceed expectations, we believe it should qualify for an Effie as proof that it is possible to build a brand by enabling a brand experience.

Team: Vasilike Corluka, Chief Creative Officer - LEO BURNETT // Victor Stroe, Head of Planning & Associate Director - LEO BURNETT // Mihai Lucanu, Head of Client Business Management - LEO BURNETT // Maria Ilea, Digital Client Manager - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT // Silvana Frinculescu, Art Director - LEO BURNETT // Corina Bratu, Senior Strategic Planner - LEO BURNETT // Ruxandra Rau, Director Brand & Communication Strategy Telekom Romania - Telekom Romania // Andreas Elsner, Chief Commercial Officer - Telekom Romania // Stefania Daniela Rusu, Brand & Communication Strategy Telekom Romania - Telekom Romania.

Campaign: Drama Queen

Brand: Magnevie Stress Resist
Client: SANOFI ROMÂNIA
Lead Agency: Publicis România
Contributing Agency: MINDSHARE ROMÂNIA

Public Case Summary:
Standing out in the overcrowded food supplements category required a new, different way of engaging with the target beyond just TV. The target is used to stress to the point of not being aware of it, but irritability rings a bell. We started with the idea that making a drama out of nothing is a sign of stress. Because life is 10% of what happens to you and 90% of how you react to that, we recreated reaction dramas. This fresh POV helped MagneVie perform, proving drama can work sometimes!

Team: Laur Raboj, Copywriter - Publicis Romania // Lavinia Mitran, Digital Manager - MINDSHARE ROMANIA // Florin Padurean, Art Director - Publicis Romania // Oana Gaal, Media Planner - MINDSHARE ROMANIA // Andrei Tudorache, Media - MINDSHARE ROMANIA // Titus Dumitrescu, Executive Creative Director - Publicis Romania // Cristian Buha, Client Manager - Publicis Romania // Andreea Cernautan, Client Executive - Publicis Romania // Camelia Efrimov, AV Director - Publicis Romania // Dana Pocarascu, Brand Manager Consumer Healthcare - SANOFI ROMANIA.

Campaign: The Banknote Concerts

Brand: SAMSUNG
Client: SAMSUNG ROMÂNIA
Lead Agency: LEO BURNETT
Contributing Agency: MSL The Practice

Public Case Summary:
To prove innovation can break preconceived conventions - even when experiencing classical music - Samsung gave all Romanians the chance to experience the elite Enescu music festival at their fingertips, with the help of technology - by scanning the common 5 lei banknote.

Team: Jorg Riommi, Chief Creative Officer Central Eastern Europe & Romania Publicis Romania - LEO BURNETT // Monica Jitariuc, Managing Director - MSL The Practice // Raluca Acuculitei, Brand Communication Executive - LEO BURNETT // Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Andrei Nica, Group Creative Director - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT // Silvana Frînculescu, Art Director - LEO BURNETT // Adina Redeș, Brand Communication Director - LEO BURNETT // Monica Iosif, Senior Brand Communication Manager - LEO BURNETT // Maria Sarivan, Strategic Planner - LEO BURNETT // Victor Stroe, Associate Director & Head of Strategy - LEO BURNETT // Livia Fericean, Corporate Citizenship and Public Affairs Manager Samsung Electronics Romania - SAMSUNG ROMANIA.

Campaign: Untold Haunted Camping, protected by the KFC Garlic Sauce

Brand: KFC
Client: KFC
Lead Agency: Mainstage The Agency
Contributing Agency: United Media| Golin

Public Case Summary:
KFC Garlic Sauce needed a boost in cultural relevance that would eventually impact sales in retail. By unlocking a product insight and a cultural one, we engineered a brand experience that hijacked the classic Untold sponsorship by having our activation done outside the festival. During the campaign sales grew by 124% versus the previous period and most surprisingly KFC won “the battle of the brands” at Untold by surpassing brands with much higher budgets in terms of recall and interactions.

Team: Monica Eftimie, CMO - KFC // Tina Cretu, Senior Digital Marketing Manager - KFC // Mihai Stanciu, Brand Manager - KFC // Cosmin Canteri, Senior Local Store Marketing Manager - KFC // Gina Zgubea, Senior Digital Marketing Officer - KFC // Florina Calin, PR Manager - KFC // Mihnea Brasoveanu, Marketing Assistant - KFC // Claudia Porojan, Senior PR Manager - KFC // Roxana Matasel, Strategic Marketing Director - KFC // Monica Douglas, Marketing Leader - KFC // Alex Constantin, Copywriter - Mainstage The Agency // Madalin Nitis, General Manager - Mainstage The Agency // Mihai Stoica, Art Director - Mainstage The Agency // Sebastian Olar, Creative Director - Mainstage The Agency // Alexandru Cristea, Account Director - Mainstage The Agency // Arpi Rezi, Creative Director - Mainstage The Agency // Michael Adrian Mircea, Creative Technologist - Mainstage The Agency // Silviu Istrate, Head of Strategy - Mainstage The Agency // Ionela Vacaru, Brand Manager - KFC.

Campaign: SANTA’S CALLING

Campaign: HoloKid - 5G Testing

Brand: Vodafone
Client: VODAFONE ROMÂNIA
Lead Agency: VODAFONE ROMÂNIA
Contributing Agency: McCann Worldgroup România

Public Case Summary :
Vodafone's 5G technology made the impossible possible for one kid in the first-ever worldwide live hologram in a concert, and touched a nation. Although 3rd in the market to do it, Vodafone managed to reach a historical peak in Innovation perception, consolidate previously threatened leadership in Network Performance and increase brand association with 5G, with only one extraordinary 5G stress-test. All because the brand realized that not the impressive internet speed was to excite Romanians, but the real-life impact this new technology could have.

Team: Laura Barbu, Director, Brand & Marketing - VODAFONE ROMANIA // Bianca Troncea, Strategic Planning Director - McCann Worldgroup Romania // Romina Tazlaoanu, Head of Brand Enterprise and Consumer Postpay Vodafone - VODAFONE ROMANIA // Catalin Dobre, Executive Creative Director - McCann Worldgroup Romania // Nicoleta Maican, Team Leader Postpaid Communications - McCann Worldgroup Romania // Ruxandra Papuc, Group Creative Director - McCann Worldgroup Romania // Daniel Strugariu, Art Director - McCann Worldgroup Romania // Adrian Rusu, Art Director - McCann Worldgroup Romania // Adina Cirstea, Copywriter - McCann Worldgroup Romania.

Campaign: La Casa de Papel Season 3 - The ‘Bella Ciao’ Live Stunt

Brand: Netflix
Client: Netflix
Lead Agency: Jazz Communication
Contributing Agency: MSL The Practice România

Public Case Summary:
One of the first marketing campaigns for Netflix in 2019 aimed to build reach & engage new audiences by creating a pop culture moment around La Casa de Papel. The idea: to make a music hit out of La Casa de Papel’s anthem, Bella Ciao, creating a local version of the song performed by Delia in a live stunt in front of NBR. The stunt created a brand experience that generated millions in organic reach in less than 14 days.

Team: Tomek Ebbig, Marketing Director, CEE & Russia - Netflix // Daniela Marin, Communication Director - MSL The Practice Romania // Camelia Eremia, Client Service Director - MSL The Practice Romania // Katarzyna Zagol, Creative Producer - Netflix // Lucja Dzierzak, Editorial Manager CEE - Netflix // Valentin Suciu, Creative Partner - Jazz Communication // Alecsandra Roman, Head of Strategy - Jazz Communication // Alexandra Mihus, Group Account Director - Jazz Communication // Arina Lazar, Account Manager - Jazz Communication // Andreea Cartu, Head of Social Media - Netflix.

Campaign: The Gift of Listening

Brand: Coca-Cola
Client: The Coca-Cola Company România
Lead Agency: Publicis România
Contributing Agencies: UM România | Publicis Events

Public Case Summary:
Coca-Cola uncovers a deeper meaning of Christmas by presenting listening as the kindest gift of all. The message breaks the seasonal clutter and contributes to the brand recovering in its most prized KPI - Always doing something new, from Pepsi, while being under a global tongue-in-cheek attack from the irreverent blue. In volumes, Coca-Cola manages to grow above-market growth and above Pepsi growth.

Team: Miruna Smeureanu, VP of Marketing - The Coca-Cola Company Romania // Adina Albu, Group Account Director - Publicis Romania // Oana Nuta, Sr. Brand Manager sparkling soft drinks - The Coca-Cola Company Romania // Ana Creih, Account Director - Publicis Romania // Alexandra Caraulani, Digital Manager - The Coca-Cola Company Romania // Alexandra Caciur, Digital Experience Director - Publicis Romania // Andreea Cotet, Social Media Manager - The Coca-Cola Company Romania // Alina Neagu, Digital strategist - Publicis Romania // Silviu Nedelschi, Creative Director - Publicis Romania // Adriana Dinu, Digital Account Manager - Publicis Romania // Andra Balan, Marketing Executive - The Coca-Cola Company Romania // Anamaria Taralunga, Group Creative Director - Publicis Romania // Camelia Efrimov, AV producer - Publicis Romania // Madalin Dragnea, Senior Art Director - Publicis Romania // Cosmin Anghel, Copywriter - Publicis Romania // Dana Chitrusca, Account Director - UM Romania // Bogdan Voina, Events Director - Publicis Events // Vlad Socianu, Art Director - Publicis Romania // Ioana Mihai, Senior Brand Strategist - Publicis Romania.

Campaign: George Street Art Gallery upgrades the city

Brand: George
Client: BCR
Lead Agency: Mainstage The Agency
Contributing Agencies: One Night Gallery | Wavemaker România | Cohn & Jansen WT

Public Case Summary:
By creating a brand experience and an upgrade to their surroundings for a very specific target in Bucharest, in less than a year we surpassed our main competitor (ING) in terms of aided awareness. Moreover, in less than 4 months we brought 623% more George clients versus the previous period.

Team: Ionut Stanomir, Director Executiv Marketing si Comunicare - BCR // Nadejda Ghilca, Senior Art Director - Mainstage The Agency // Laura Andrei, Head of Marketing - BCR // Raul Gheba, Senior Copywriter - Mainstage The Agency // Ana Ghiurca, Head of Online Marketing - BCR // Alexandru Cristea, Account Director - Mainstage The Agency // Raluca Gheorghe, Account Director - Mainstage The Agency // Adrian Saveanu, George Brand Manager - BCR // Laura Plugaru, Social Media Specialist - BCR // Madalin Nitis, General Manager - Mainstage The Agency // Silviu Istrate, Head of Strategy - Mainstage The Agency // Sebastian Olar, Creative Director - Mainstage The Agency // Arpad Rezi, Creative Director - Mainstage The Agency // Eugen Suman, Executive Creative Director - Mainstage The Agency.

BRONZE

Campaign: Untold Haunted Camping, protected by the KFC Garlic Sauce

BRONZE

Campaign: SANTA’S CALLING

SILVER

Campaign: Drama Queen

Brand: Magnevie Stress Resist
Client: SANOFI ROMÂNIA
Lead Agency: Publicis România
Contributing Agency: MINDSHARE ROMÂNIA

Public Case Summary:
Standing out in the overcrowded food supplements category required a new, different way of engaging with the target beyond just TV. The target is used to stress to the point of not being aware of it, but irritability rings a bell. We started with the idea that making a drama out of nothing is a sign of stress. Because life is 10% of what happens to you and 90% of how you react to that, we recreated reaction dramas. This fresh POV helped MagneVie perform, proving drama can work sometimes!

Team: Laur Raboj, Copywriter - Publicis Romania // Lavinia Mitran, Digital Manager - MINDSHARE ROMANIA // Florin Padurean, Art Director - Publicis Romania // Oana Gaal, Media Planner - MINDSHARE ROMANIA // Andrei Tudorache, Media - MINDSHARE ROMANIA // Titus Dumitrescu, Executive Creative Director - Publicis Romania // Cristian Buha, Client Manager - Publicis Romania // Andreea Cernautan, Client Executive - Publicis Romania // Camelia Efrimov, AV Director - Publicis Romania // Dana Pocarascu, Brand Manager Consumer Healthcare - SANOFI ROMANIA.

SILVER

Campaign: The Banknote Concerts

Brand: SAMSUNG
Client: SAMSUNG ROMÂNIA
Lead Agency: LEO BURNETT
Contributing Agency: MSL The Practice

Public Case Summary:
To prove innovation can break preconceived conventions - even when experiencing classical music - Samsung gave all Romanians the chance to experience the elite Enescu music festival at their fingertips, with the help of technology - by scanning the common 5 lei banknote.

Team: Jorg Riommi, Chief Creative Officer Central Eastern Europe & Romania Publicis Romania - LEO BURNETT // Monica Jitariuc, Managing Director - MSL The Practice // Raluca Acuculitei, Brand Communication Executive - LEO BURNETT // Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Andrei Nica, Group Creative Director - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT // Silvana Frînculescu, Art Director - LEO BURNETT // Adina Redeș, Brand Communication Director - LEO BURNETT // Monica Iosif, Senior Brand Communication Manager - LEO BURNETT // Maria Sarivan, Strategic Planner - LEO BURNETT // Victor Stroe, Associate Director & Head of Strategy - LEO BURNETT // Livia Fericean, Corporate Citizenship and Public Affairs Manager Samsung Electronics Romania - SAMSUNG ROMANIA.

GOLD

Campaign: STORYTIME

Branded Content & Entertainment

Nominees

Campaign: Gillette Skinguard "Life without Irritations"

Brand: Gillette
Client: Procter & Gamble România
Lead Agencies: LEO BURNETT & Graffiti PR
Contributing Agency: Mediacom România

Public Case Summary:
This campaign replaced the usual functional, technical speech of GILLETTE for a bigger idea of helping men get rid of the daily things that irritate men. The result was a branded content series that did justice to the no-irritation product benefit in a relatable, non-advertising manner that won over Romanian men and reversed category decline, leading to the best Gillette performance in the last 5 years.

Team: Bogdan Vintila, Group Creative Director - LEO BURNETT // Corina Bratu, Senior Strategic Planner - LEO BURNETT // Irina Szellelki, Copywriter - LEO BURNETT // Vera Cocis, Brand Communication Manager - LEO BURNETT // Andreia Anghel, Head of Client Business Management - LEO BURNETT // Denisa Rusu, Brand Director Shave Care South Each Europe - Procter&Gamble Marketing SRL // Nikola Cvetkovic, Commercial Leader Romania - Procter&Gamble Marketing SRL // Cristina Iancu, Group Creative Director & Copywriter - GraffitiPR // Alexandru Aron, Co-Creative Director, Copywriter - GraffitiPR // Paramon Dițu, Co-Creative Director, Art Director - GraffitiPR.

Campaign: SOMETHING RANDOM

Brand: KFC
Client: KFC
Lead Agency: MRM // McCann România
Contributing Agencies: UM România | GolinRomânia

Public Case Summary:
After 5 years of continuous sales growth and an aggressive competitor on value in a very fragmented market, it was a challenge to maintain this growth trend. McDonald’s investment in terms of TV was double. They communicate permanent offers throughout the year, while KFC has SOMETHING campaign on value. The battle could not have been won in terms of exposure on TV, but in digital where KFC built a new content strategy: Social Entertainment Channel a novelty on the market.

Team: Monica Eftimie, Chief Marketing Officer - KFC // Gina Zgubea, Senior Digital Marketing Manager - KFC // Monica Douglas, Marketing Director - KFC // Roxana Matasel, Strategic Marketing Director - KFC // Ionela Vacaru, Brand Manager - KFC // Alin Nenciu, Senior Brand Manager - KFC // Tina Cretu, Senior Digital Marketing Manager - KFC // Mariana Serafim, New Product Development Manager - KFC // Ion Cojocaru, Content Director - McCann Bucharest // Laura Catea, Art Director - McCann Bucharest // Cosmin Voicu, Copywriter - McCann Bucharest // Ruxandra Florescu, Regional Account Manager - McCann Bucharest // Dora Boldor, Account Director - UM Romania // Cristian Ene, Senior Digital Planner UM Romania // Luana Paun, Senior Media Planner UM Romania // Andreea Pinzariu, Media Manager - UM Romania // Marina Constanda, PR Director - Golin Romania // Alexandra Ion, Digital Manager - Golin Romania // Ana-Maria Stoica, PR Manager - Golin Romania // Claudia Bodnar, Junior Digital Associate - Golin Romania.

Campaign: Eduard, the Urban Farmer

Brand: Edenia Foods
Client: Macromex
Lead Agency: Saatchi & Saatchi + The Geeks
Contributing Agency: STARCOM

Public Case Summary:
Frozen vegetables are perceived to be less healthy, nutritive and tasty than fresh vegetables, although this is arguably not true. For creating an educational campaign on this rather difficult and dull topic, we came up with an unconventional “education through entertainment” campaign, which has in its core a digital sitcom, “Eduard, the urban farmer”, to make – probably for the first time ever – frozen vegetables an exciting topic to discover, while consolidating the Edenia brand both in terms of sales (+13.4%) and in terms of market share (+4.4pp).

Team: Teodora Ionica, Senior Copywriter - Saatchi & Saatchi + The Geeks // Ioana Brebu, Account Director - Saatchi & Saatchi + The Geeks // Bogdan Costin, Creative Director - Saatchi & Saatchi + The Geeks // Adrian Vladut, Media Communication Manager - STARCOM // Octavian Catana, Senior Art Director - Saatchi & Saatchi + The Geeks // Manuela Tutunica, Media Performance Specialist - STARCOM // Andreea Ivanov, Performance Media Consultant - STARCOM // Madalina Stoica, Senior Account Manager - Saatchi & Saatchi + The Geeks // Daniela Eustafievici, Media Communication Manager - STARCOM // Vlad Petre, Managing Director - Saatchi & Saatchi + The Geeks // Oana Stincel, Marketing Director - Macromex // Camelia Manoil, Senior Brand Manager - Macromex // Georgiana Modoran, Junior Brand Manager - Macromex // Ana Ocnaru, Communication & Digital Manager - Macromex.

Campaign: RETRO MUSIC BATTLE

Brand: URSUS
Client: Ursus Breweries
Lead Agency: Leo Burnett România
Contributing Agencies: Kubis Interactive | Media Investment | MSL The Practice

Public Case Summary:
URSUS RETRO, the beer of fun like back in the old days, had the challenge to engage young beer drinkers who hadn’t really and lived the’90s way, in a real conversation about the ‘90s fun. We found the juiciest topic of the ‘90s: the battle between fans of different music styles and we brought it in 2019.

INTRODUCING: THE RETRO MUSIC BATTLE: the show where bands fight for fans to vote for the best style of the ‘90s.

The show brought record performance on engaging consumers with the RETRO content.

Team: Adriana Boca Pascan, Executive Creative Director - Leo Burnett Romania // Stefania Bercu, Strategic Planner - Kubis Interactive // Madalina Ioan, Social Media Manager - Kubis Interactive // Victor Stroe, Associate Director and Head of Strategy - Leo Burnett Romania // Alina Radut, Senior Copywriter - Kubis Interactive // Cristina Calota, Group Creative Director - Leo Burnett Romania // Florina Simon, Account Manager - Kubis Interactive // Ionut Coanda, Senior Art Director - Leo Burnett Romania // Virginia Nutuloiu, Media Director - Media Investment // Corina Bratu, Senior Strategic Planner - Leo Burnett Romania // Dora Parfene, Media Manager - Media Investment // Ana Miculescu-Nica, Business Director - Leo Burnett Romania // Zoltan Barti, Digital Media Manager - Media Investment // Marek Dvorak, Marketing Vice President - Ursus Breweries // Victor Teiosanu, Premium Brands Director - Ursus Breweries // Camelia Eremia, Client Service Director - MSL The Practice // Anca Calugaritoiu, Brand Manager - Ursus Breweries // Alina Jijau, Communication Director - MSL The Practice // Cristiana Cring, Junior Brand Manager - Ursus Breweries // Cristina Chicus, Senior Events & Experience Manager - MSL The Practice.

SILVER

Campaign: Gillette Skinguard "Life without Irritations"

SILVER

Campaign: SOMETHING RANDOM

Engaged Communities

Nominees

Campaign: #backontrack

Brand: Mountain Dew
Client: PepsiCo
Lead Agencies: Propaganda & Tribal Worldwide
Contributing Agency: OMD România

Public Case Summary:
Mountain Dew made a mistake in 2018. It silently replaced the sugar with sweetener in its recipe. And our most loyal consumers, the dewds, were not happy. It was obvious we had let them down. Bringing back the old recipe would not be enough. We had to win them back.

We realized that the most vocal haters of the new recipe were actually the biggest fans of the brand. So we decided to try and turn all that energy into a task-force for getting the brand #backontrack.

Team: Emanuela Badanga, Junior Brand Manager - PepsiCo // Irina Perju, Digital Specialist - PepsiCo // Ioana Ciobotariu, Group Brand Manager CSD Flavors, ED & NCB - PepsiCo // Laurentiu Ion, Senior Digital Manager - PepsiCo // Daniela Gaie, Art Director - Propaganda // Bogdan Ionita, Ex - Head of Strategy - Propaganda // Catalin Manciuc, Group Creative Director - Propaganda // Irina Constantin, Ex - Senior Account Manager - Propaganda // Alexandra Manoila, Copywriter – Propaganda // Cora Diaconescu, Managing Director - Tribal Worldwide // Adrian Marciu, Art Director - Propaganda // Bogdan Ivascu, Group Account Director - Propaganda // Mihai Nistor, Client Service Director - Tribal Worldwide // Arnold Vieriu, Social Media Director - Tribal Worldwide // Razvan Meirosu, Media Director - OMD Romania // Georgiana Bulagea, Social Media Manager - Tribal Worldwide // Mihnea Pretorian, Digital Director - OMD Romania // Ioana Bumbar, Social Media Executive - Tribal Worldwide // Dana Constantin, Digital Manager - OMD Romania // Cristina Mares, Senior Media Manager - OMD Romania.

Campaign: #TimeToRead

Brand: Curtea Veche Publishing
Client: Curtea Veche Publishing
Lead Agency: LEO BURNETT
Contributing Agency: MSL The Practice

Public Case Summary:
Curtea Veche Publishing proved that there is #TimeToRead, no matter how tied-up our lives are. The campaign debunked the most often invoked reason – the lack of time – through the power of example, given by the busiest and successful celebrities people looked up to.

Playing things simply paid back: going where people were, sharing the message through those they followed, the campaign reached 10 times more people than estimated and truly impacted Romanians’ attitudes towards reading. 100% organically, with no media budget.

Team: Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Adriana Pașcan, Creative Directo - LEO BURNETT // Victor Stroe, Associate Director & Head of Strategy - LEO BURNETT // Maria Sarivan, Strategic Planner - LEO BURNETT // Fulvia Olaru, Brand Communication Manager - LEO BURNETT // Miruna Meirosu, PR Manager - Curtea Veche Publishing // Barna Nemethi, Executive Director - Curtea Veche Publishing.

Campaign: Burger King - Welcome Home Whopper

Brand: Burger King
Client: Amrest România
Lead Agency: Publicis România
Contributing Agencies: MSL The Practice | Zenith

Public Case Summary:
Burger King turned its own launch into social currency between friends and managed to achieve nearly 300,000 engagements in just one month on its social media pages. Furthermore, what's the most valuable aspect of this case, is that Burger King managed to engage a community that was split between countries. It got them to engage, share, create UGC and come at the BK launch.

As a Result, the Burger King launch in Romania was the most successful one in CEE, according to restaurant operator Amrest.

Team: Vlad Socianu, Art Director - Publicis Romania // Jorg Riommi, Chief Creative Officer - Publicis Romania // Radu Luca, Brand Lead - Publicis Romania // Cosmin Anghel, Copywriter - Publicis Romania // Romulus Petcan, Group Creative Director - Publicis Romania // Valentina Voicu, Client Manager - Publicis Romania // Gabriel Gherca, Group Creative Director - Publicis Romania // Georgiana Dascalescu, Client Manager - Publicis Romania // Alan Laughlin, President Burger King at Amrest - Amrest Romania // Alin Nenciu, Marketing Manager Burger King Romania - Amrest Romania // Daniel Ryška, Burger King Director CE&SEE at AmRest - Amrest Romania // Makowska Katarzyna, Marketing Manager Burger King CEE - Amrest Romania // Sorin Iriciuc, Communications Planner - Zenith // Ioana Moasa, PR Manager - MSL The Practice // Catalin Bran, Innovation Manager - MSL The Practice // Hoang-Anh Vu, Junior Digital Media Planner - Zenith // Andreea Logigan, PR Director - MSL The Practice // Cristina Chicus, Experience & Events Manager - MSL The Practice // Elis Iaia, Brand Strategist - Publicis Romania // Alexandra Ivan, PR Executive - MSL The Practice.

Campaign: STAR KRAX X JUNIMEA – BRANDED MEMES PARTNERSHIP

Brand: STAR KRAX
Client: PepsiCo
Lead Agency: Friends\TBWA
Contributing Agency: OMD România

Public Case Summary:
In 2019, after 7 years without any communication, Star Krax reached out to today’s teenagers, engaged them and proved it still speaks their language by partnering with Junimea (The FB/IG meme community) to create a series of branded memes. Because memes are heavily used by teens to express their feelings, they have a huge viral potential. Star Krax saw in memes an opportunity to connect to teenagers in their current language.

Team: Sorin Trâncă, Simplification Officer - Friends\TBWA // Dan Șendroiu, Head of Strategy - Friends\TBWA // Ioana Popescu, Account Manager - Friends\TBWA // Adrian Preda, Creative Director - Friends\TBWA // Cristina Olaru, Junior Account Executive - Friends\TBWA // Andreea Golban, Group Creative Director - Friends\TBWA // Nadia Nofal, Junior Digital Manager – PepsiCo // Alecsandra Apostolescu, Digital Strategist - Friends\TBWA // Gabriela Grosu, Media Manager - OMD Romania // Luiza Boerescu, Account Director - Friends\TBWA // Ciprian Odobescu, Copywriter - Friends\TBWA // Corina Ilie, Senior Brand Manager - PepsiCo // Teodor Chiripuci, Copywriter - Friends\TBWA // Laura Rizea, Brand Manager - PepsiCo // Vlad Vlădescu, Digital Marketing Manager - PepsiCo // Theodor Nistor, Art Director - Friends\TBWA // Carmen Privache, Media Director - OMD Romania // Ada Nicolescu, Social Media Manager - Friends\TBWA // Dana Constantin, Digital Manager - OMD Romania // Fesus Barna, Art Director - Friends\TBWA.

Campaign: The Right Condom

Brand: Durex
Client: Reckitt Benckiser România
Lead Agencies: Zenith & Minio Studio
Contributing Agencies: Fulg Media, Land of Web, CevaMărunt

Public Case Summary:
Durex started a conversation about condom sizes, in a country where category penetration is just 5.7% and previous educational messages showed no efficiency. Using humor and a group of improv comedians, we created the first ever integrated local campaign and managed to protect an additional 1 million sex instances. That means an 8.2 % increase in Durex sales and also 3% market growth. And it seems people loved the campaign, as the engagement rate was 16 times higher than previous Durex campaigns.

Team: Laura Togui, Group Brand & Trade Marketing Manager SEE - Reckitt Benckiser Romania // Calin Ionescu, Head of Accounts - Minio Studio // Alexandru Corocea, Durex Brand Manager - Reckitt Benckiser Romania // Andreea Brutaru, Account Manager - Minio Studio // Diana Cireap, Media and digital Manager - Reckitt Benckiser Romania // Teofan Gavriliu, Art Director - Minio Studio // Marghit Olteanu, Senior Digital Communication Planner - Zenith // Ioana Mucenic, CEO - Minio Studio // Cristiana Gabor, Senior Communication Planner - Zenith // Cristiana Pana, Head of Strategy & Growth - Minio Studio // George Zavoianu, Performance specialist - Zenith // Paul Cotor, Head of Creatives - Minio Studio // Gabriel Băicoianu – Account Manager Minio Studio // George Bonea, Copywriter - Minio Studio // Andrei Sandu, Graphic Designer - Minio Studio // Ana Velea, Head of Operations - Minio Studio // Ramona Gavrila, Media Client Lead - Zenith // Camelia Balinca, Media Activation Lead - Zenith // Andrei Varlan, Senior Digital Communication Planner - Zenith.

BRONZE

Campaign: #TimeToRead

SILVER

Campaign: #backontrack

Brand: Mountain Dew
Client: PepsiCo
Lead Agencies: Propaganda & Tribal Worldwide
Contributing Agency: OMD România

Public Case Summary:
Mountain Dew made a mistake in 2018. It silently replaced the sugar with sweetener in its recipe. And our most loyal consumers, the dewds, were not happy. It was obvious we had let them down. Bringing back the old recipe would not be enough. We had to win them back.

We realized that the most vocal haters of the new recipe were actually the biggest fans of the brand. So we decided to try and turn all that energy into a task-force for getting the brand #backontrack.

Team: Emanuela Badanga, Junior Brand Manager - PepsiCo // Irina Perju, Digital Specialist - PepsiCo // Ioana Ciobotariu, Group Brand Manager CSD Flavors, ED & NCB - PepsiCo // Laurentiu Ion, Senior Digital Manager - PepsiCo // Daniela Gaie, Art Director - Propaganda // Bogdan Ionita, Ex - Head of Strategy - Propaganda // Catalin Manciuc, Group Creative Director - Propaganda // Irina Constantin, Ex - Senior Account Manager - Propaganda // Alexandra Manoila, Copywriter – Propaganda // Cora Diaconescu, Managing Director - Tribal Worldwide // Adrian Marciu, Art Director - Propaganda // Bogdan Ivascu, Group Account Director - Propaganda // Mihai Nistor, Client Service Director - Tribal Worldwide // Arnold Vieriu, Social Media Director - Tribal Worldwide // Razvan Meirosu, Media Director - OMD Romania // Georgiana Bulagea, Social Media Manager - Tribal Worldwide // Mihnea Pretorian, Digital Director - OMD Romania // Ioana Bumbar, Social Media Executive - Tribal Worldwide // Dana Constantin, Digital Manager - OMD Romania // Cristina Mares, Senior Media Manager - OMD Romania.

Branded Utility

Nominees

Campaign: The Banknote Concerts

Campaign: STORYTIME

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agency: Media Investment

Public Case Summary:
Enabling the magic experience of parents telling a bedtime story to their kids, even if they are separated by thousands of kilometers is already a winning story proving how technology can be used to help people, regardless of the evaluating criteria.

But when this initiative comes as a proof of brand’s mantra and the results exceed any expectation, we believe it should qualify for an Effie as proof that it is possible to build a brand through utility.

Team: Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Victor Stroe, Head of Planning & Associate Director - LEO BURNETT // Corina Bratu, Senior Strategic Planner - LEO BURNETT // Mihai Lucanu, Head of Client Business Management - LEO BURNETT // Maria Ilea, Digital Client Manager - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT // Silvana Frinculescu, Art Director - LEO BURNETT // Andreas Elsner, Chief Commercial Officer - Telekom Romania // Ruxandra Rau, Director Brand & Communication Strategy Telekom Romania - Telekom Romania.

Campaign: THE BURNOUT HOTLINE

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agency: Media Investment

Public Case Summary:
Telekom’s main purpose is to enable, via technology, meaningful sharing experiences among people, a mantra that couldn’t be applied for Romanian professionals suffering from burnout. As a result, Telekom put its assets to work to help the fight against burnout, by repurposing part of its existing call-center into a burnout hotline, managed by a team of professional psychologists. THE BURNOUT HOTLINE initiative provided an intimate and protected space for people to get conscious they might have a condition and also a useful tool to make the first step into treatment.

Team: Corina Bratu, Sr. Strategic Planner - LEO BURNETT // Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Andreas Aron, Group Creative Director - LEO BURNETT // Viorel Holovach, Sr. Art Director - LEO BURNETT // Mihai Lucanu, Head of Client Management - LEO BURNETT.

Campaign: Rompetrol Go - Utility App

Brand: Rompetrol Go
Client: Rompetrol
Lead Agency: GMP+WEBSTYLER

Public Case Summary:
This is the story of how Rompetrol created an innovative loyalty mobile platform that combined transactional benefits with utility content, a platform that not just transformed customers into loyal ones, but into high value customers.

Rompetrol Go mobile app incorporates a point-based loyalty program and a series of utility content services, gradually launched and continuously developed.

Team: Ioana Enache, Loyalty & Digital Manager - Rompetrol // Raluca Nae, Brand Loyalty Coordinator - Rompetrol // Elena Buhus, Brand Loyalty Coordinator - Rompetrol // Costin Marcu, Digital Marketing Coordinator - Rompetrol // Rodica Militaru, Business Analyst - Rompetrol // Gabriela Budisteanu, Group Director PR & Communication - Rompetrol // Bogdan Coca, Program Manager - Rompetrol // Razvan Stanga, Senior back-end developer - GMP+WEBSTYLER // Aurel Petcu, IT Business Partner - Rompetrol // Adrian Nitu, Senior front-end developer - GMP+WEBSTYLER // Andrei Ban, Project Manager - GMP+WEBSTYLER // Daniela Ioan, Account Director - GMP+WEBSTYLER // Sasha Tanase, Art director - GMP+WEBSTYLER // Georgiana Cujba, Implementation Director - GMP+WEBSTYLER // Florian Langa, Copywriter - GMP+WEBSTYLER // Stefan Georgescu, Digital Planner - GMP+WEBSTYLER // Andrei Padureanu, Junior copywriter - GMP+WEBSTYLER // Eugen Preda, Junior art - GMP+WEBSTYLER // Catalin Podeanu, UX designer - GMP+WEBSTYLER // Bogdan Nitu, GM & Head of Strategy - GMP+WEBSTYLER.

BRONZE

Campaign: THE BURNOUT HOTLINE

SILVER

Campaign: STORYTIME

Brand: Telekom
Client: Telekom România
Lead Agency: LEO BURNETT
Contributing Agency: Media Investment

Public Case Summary:
Enabling the magic experience of parents telling a bedtime story to their kids, even if they are separated by thousands of kilometers is already a winning story proving how technology can be used to help people, regardless of the evaluating criteria.

But when this initiative comes as a proof of brand’s mantra and the results exceed any expectation, we believe it should qualify for an Effie as proof that it is possible to build a brand through utility.

Team: Vasilije Corluka, Chief Creative Officer - LEO BURNETT // Victor Stroe, Head of Planning & Associate Director - LEO BURNETT // Corina Bratu, Senior Strategic Planner - LEO BURNETT // Mihai Lucanu, Head of Client Business Management - LEO BURNETT // Maria Ilea, Digital Client Manager - LEO BURNETT // Miruna Potop, Copywriter - LEO BURNETT // Silvana Frinculescu, Art Director - LEO BURNETT // Andreas Elsner, Chief Commercial Officer - Telekom Romania // Ruxandra Rau, Director Brand & Communication Strategy Telekom Romania - Telekom Romania.

GOLD

Campaign: The Banknote Concerts

Marketing Innovation

Nominees

Campaign: Rompetrol Go - mobile app

Brand: Rompetrol Go
Client: Rompetrol
Lead Agency: GMP+WEBSTYLER

Public Case Summary:
This is the story of how Rompetrol created an innovative loyalty mobile platform that combined transactional benefits with utility content, a platform that not just transformed customers into loyal ones, but into high value customers.

Rompetrol Go mobile app incorporates a point-based loyalty program and a series of utility content services, gradually launched and continuously developed.

Team: Ioana Enache, Loyalty & Digital Manager - Rompetrol // Raluca Nae, Brand Loyalty Coordinator - Rompetrol // Elena Buhus, Brand Loyalty Coordinator - Rompetrol // Costin Marcu, Digital Marketing Coordinator - Rompetrol // Rodica Militaru, Business Analyst - Rompetrol // Gabriela Budisteanu, Group Director PR & Communication - Rompetrol // Bogdan Coca, Program Manager - Rompetrol // Razvan Stanga, Senior back-end developer - GMP+WEBSTYLER // Aurel Petcu, IT Business Partner - Rompetrol // Adrian Nitu, Senior front-end developer - GMP+WEBSTYLER // Daniela Ioan, Account Director - GMP+WEBSTYLER // Andrei Ban, Project Manager - GMP+WEBSTYLER // Sasha Tanase, Art director - GMP+WEBSTYLER // Georgiana Cujba, Implementation Director - GMP+WEBSTYLER // Stefan Georgescu, Digital Planner - GMP+WEBSTYLER // Florian Langa, Copywriter - GMP+WEBSTYLER // Catalin Podeanu, UX designer - GMP+WEBSTYLER // Andrei Padureanu, Junior art - GMP+WEBSTYLER // Bogdan Nitu, GM & Head of Strategy - GMP+WEBSTYLER // Eugen Preda, Junior art - GMP+WEBSTYLER.

BRONZE

Campaign: Rompetrol Go - mobile app

Nominees

Campaign: The proper men of the new generation

Campaign: The Proper Men of the New Generation
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România

Background/objectives:

Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.

Strategy:

Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.
Results:

We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).

Campaign: Ursus Retro, legendary fun is back

Campaign: Ursus Retro, Legendary Fun Is Back
Brand: Ursus Retro
Client: Ursus Breweries
Submitted by: Ursus Breweries

Background/objectives:

To strengthen the Ursus Premium premium-ness equity.

Strategy:

We leveraged the vintage trend to create desirability for our new beer variant and launched URSUS Retro

Results:

A consistent performance in trial and volume sales at end of 2018.

BRONZE

Campaign: The proper men of the new generation

BRONZE

Campaign: Ursus Retro, legendary fun is back

Non-alcoholic beverages

Nominees

Campaign: INNA Music Cans Album

Campaign: Inna Music Cans Album
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România

Background/objectives:

Combine the equity of the Coca-Cola Zero Sugar brand and the music equity of the famous artist Inna, to create an ownable and memorable brand experience across touchpoints, to make Coca-Cola Zero Sugar relevant for the target audience.

Strategy:

We used the opportunity of having Inna as a brand endorser unlock with the smartphones a surprising experience, by scanning the cans, as a canvas for expressing creativity and innovation.

Results:

The non-TV campaign strengthened product credibility and increased userbase for Coca-Cola Zero Sugar.

BRONZE

Campaign: INNA Music Cans Album

Retail

Nominees

Campaign: Bunorama

Campaign: Bunorama
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România

Background/objectives:

Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.

Strategy:

Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.

Results:

Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.

Campaign: The ABC of a Good Living

Campaign: The ABC of a Good Living
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România

Background/objectives:

Develop a brand platform that will transmit Kaufland vision, while being a support for its fight against the aggressive movements on the retail market.

Strategy:

Kaufland would become that voice on the market that would inspire and provide the means for Romanians to better their lives.

Results:

Kaufland not only met the objectives, but increased its value MS, attracted a premium target, while improving all its core brand attributes.

Restaurants

Nominees

Campaign: KFC BOOSTER – LIMITED EDITION

Campaign: KFC Booster – Limited Edition
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România

Background/objectives:

With the burger category growing in the fast food market, KFC saw an opportunity to balance its dependency on a limited number of products and recruit from our competitor.

Strategy:

KFC introduces the first Limited Edition sandwich that teens can actually afford: The Booster Limited Edition sandwich.

Results:

We managed double digits increase in sales, lifted the sandwich category in the sales mix and we differentiated from the competitor in terms of setting the trends and favorite restaurant, in a year when McDonald’s was celebrating its most iconic burgers.

BRONZE

Campaign: KFC BOOSTER – LIMITED EDITION

E-commerce

Nominees

Campaign: It’s from VIVRE!

Campaign: It’s from Vivre!
Brand: Vivre
Client: Vivre Deco
Submitted by: Vivre

Background/objectives:

VIVRE is a Romanian startup, an e-retailer selling furniture and home decorations to customers in 9 markets from this region - Romania is its biggest market. VIVRE has a “flash sales” business model: the items it offers are always changing and available for a limited time only. Its homepage usually lists 10 collections (totaling ~100 products) that are renewed constantly every 3-5 days. This model depends on shoppers revisiting the website often but also acting quickly and purchasing on impulse.

Strategy:

VIVRE’s target audience are mostly women, amateur interior designers who hunt for statement pieces to help them transform their homes in unique ways that fit their personalities and tastes. Detail oriented, they are starting to learn how to mix and match common popular items from the big Scandinavian furniture retailers with unique items from VIVRE to achieve a a creative and personalized overall design of their homes.

The strategic approach of the campaign was to give upper middle class women who are amateur interior designers (of their own homes) the confidence to buy home furnishings on impulse (and online) by telling them that VIVRE.ro is the place where they’ll find furniture and decorations to fall in love with.

The campaign was built around the simple idea that if you fall in love with it, “It’s from VIVRE” sung to the tune of Dean Martin’s famous love song “It’s amore!”. The classic melody, with lyrics rewritten to tell the story of love affairs between people and pieces of furniture or decorations, was the creative heart of the campaign and the red thread that connected the different executions across channels.

Results:

The “It’s from VIVVRE!” campaign delivered a two digit increase in website visits and orders while the all-important Black Friday sales figures were more than twice bigger than those from the previous year campaign

Energy

Nominees

Campaign: A Tank Full of Joy

Campaign: A Tank Full of Joy
Brand: Petrom
Client: OMV Petrom
Submitted by: Cohn & Jansen JWT

Background/objectives:

Due to international oil barrel quotations growth, the market became highly price sensitive. Petrom’s volumes were seriously bleeding, with loyal customers trading down to a price fighter competitor.

Strategy:

Petrom came up with an emotional local campaign, reassuring Romanians that unforgettable journeys with their dear ones always rely on good quality fuel.

Results:

Petrom regained the loyalty of its customers, stopped the bleeding and increased its volumes & its MS, without having to follow the competitor’s price drop.

Campaign: MaxxMotion

Campaign: MaxxMotion
Brand: OMV MaxxMotion
Client: OMV Petrom
Submitted by: Publicis România

Background/objectives:

In a highly competitive market, OMV’s premium status and top quality perception was eroding.

Strategy:

Use MaxxMotion, our premium fuel, to drive up the perception of premium and quality and increase the gap to our competition. However, there is low understanding of the superior quality and benefits of the premium fuels compared to regular fuels and this generates a consumption habit based only on special ocassions and a lot of switching towards cheaper standard fuel.

Our challenge was to produce a significant behavioural change: convince consumers to become loyal to the most expensive product on the market, a product for which they didn’t see clear benefits and that would have been so easy to replace with the cheaper option.

Results:

During our campaign, in the months that followed, we managed to increase the share of MaxxMotion in the total OMV fuel sales to unprecedented level, despite having the highest historical price right in the middle of our campaign.

Financial Services

Nominees

Campaign: Put responsibility into the spotlight

Campaign: Put Responsibility into the Spotlight
Brand: Raiffeisen
Client: Raiffeisen Bank
Submitted by: Publicis România

Background/objectives:

This is the story of the best performing campaign Raiffeisen has ever aired. This case starts with the honest belief that banking comes with responsibility and that money is a serious matter that can impact the life of the many.

Strategy:

The extraordinary part is how we turned RESPONSABILITY, which was far from being playful or simple, into the beacon of hope for an entire generation, breaking free from the category clutter.

Results:

Raiffeisen used its banking philosophy to become the best performing bank brand in the market.

Campaign: Save your time

Campaign: Save Your Time
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising

Background/objectives:

Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).

Strategy:

Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.

Results:

In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).

Campaign: The First Intelligent Banking

Campaign: The First Intelligent Banking
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT

Background/objectives:

BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.

Strategy:

George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram, goes out in town to get coffee, launches his T-Shirts collection etc.

Results:

Right from its launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.

Campaign: Morgan Freeman gives voice to Romanians

Campaign: Morgan Freeman Gives Voice to Romanians
Brand: BT Pay
Client: Banca Transilvania & Visa
Submitted by: MAINSTAGE THE AGENCY

Background/objectives:

During the Easter peak in shopping for Romanians, we needed to convince BT & Visa customers to adopt BT Pay products and pay with their cards at retailers instead of cash payments. Objective was to grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the pre-campaign growth (ian-feb) in number of transactions and transacted value.

Strategy:

Banca Transilvania and Visa Romania collaborated with Mr. Morgan Freeman and other local influencers from Romania, to benefit from the most famous Godlike voice in the world, in a creative and innovative manner. The objective of the campaign was to convince their Romanian clients to start trusting and using more the modern ways to pay for goods and services (BT Pay contactless devices) instead of the historical cash payments they were used to. The outstanding creative execution was rapidly growing the share of voice for the products of Banca Transilvania and Visa in TV, and digital and thus generated a historical growth for these products’ usage in both brands portfolio.

Results:

Grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the precampaign growth in transacted value  surpassed with 29 p.p
And with 10%+ above the precampaign growth in number of transactions  surpassed with 15 p.p

Campaign: ING Pay

Campaign: ING Pay
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising

Background/objectives:

As 2018 was the year of HCE payments, it was crucial for us to have a strong start for ING Pay. So, considering the late launch, our main objective was 20 000 active ING Pay users by end of year.

Strategy:

We “emulated” the look of another ING campaign in order to be able to stay within planned TV budget, while not disrupting the flow of the on-air campaign that ran when we received the “go-ahead” for ING Pay launch.

Results:

ING Bank more than compensated for the very late launch in the year of their smartphone payments. There was a spectacular 150% increase over the year’s objective, getting 50 000 ING Pay users.

Campaign: Dorothy

Campaign: Dorothy
Brand: BCR
Client: BCR
Submitted by: Cohn & Jansen JWT

Background/objectives:

In a market with fierce competitors, the BCR cash loan was dropping in market shares.

Strategy:

We used an emotional approach in a consumerist category to help parents preserve the innocence and the optimism of their children: Magic can happen, with the right support!

Results:

This campaign increased BCR awareness, boosted the sales and helped the market shares recover.

Campaign: Do What’s Best For You

Campaign: Do What’s Best For You
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising

Background/objectives:

As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.

Strategy:

Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”

Results:

We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.

Campaign: Call a friend Campaign

Campaign: Call a Friend Campaign
Brand: Metropolitan Life
Client: Metropolitan Life România
Submitted by: MRM//McCann România

Background/objectives:

Metropolitan Life needed to sale it’s “As you want it” life insurance in a market where people didn’t consider life insurance relevant. Research showed that most Romanians feel they are already “life insured”. They felt they could always rely on friends & family in case of an emergency. The business objective was to grow the life insurance penetration from 37% to 50% by the end of the campaign.

Strategy:

People were right to think that their friends & family will help them in their time of need. However, this might not hold true when the help is required for longer periods of time (months, years etc.).
Based on this, we created a social experiment, asking people to call their friends/family and see if they could help
them with more “unreasonable” demands – like taking care of their children for years vs over weekend.

Results:

The experiment helped people see life insurance from a different, more relevant perspective. This translated directly into business results – by the end of the campaign, the penetration rate was 55% making it Metropolitan Life’s most efficient digital campaign to date.

BRONZE

Campaign: Save your time

BRONZE

Campaign: The First Intelligent Banking

BRONZE

Campaign: Do What’s Best For You

Media & Entertainment

Nominees

Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER

Background/objectives:

PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.

Strategy:

Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’

Results:

The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.

BRONZE

Telecommunications

Nominees

Campaign: Brand Campaign “Live Beautifully”

Campaign: Brand Campaign “Live Beautifully”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România

Background/objectives:

Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.

Strategy:

Vodafone decided to break the noisy clutter of products and prices and redefine the value equation of the market from Price-driven to Life-driven to win back consumers’ preferences.

Results:

Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.

Campaign: Shoelaces

Background/objectives:

This is the story of the most successful single campaign that Orange has ever run. The stakes were high: that high that in the beginning of 2018, in the yearly statement, Vodafone announced that they were going to break the record of owning 10 million clients – in other words pre-announcing their supremacy.

Strategy:

By making NETWORK its best performing asset, Orange defended its long-standing leadership and successfully counter-attacked in 8 month what Vodafone built rigorously in the last 8 years.

Results:

By putting Orange Network behind what mattered the most for Romanians we secured theh NO 1 position.

Campaign: NEABONAMENTUL (The Unsubscription)

Campaign: The Unsubscription
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.

Strategy:

Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.

Results:

Campaign delivered outstanding business and brand results.

Campaign: Vodafone Prepaid “Live Life Like a Game”

Campaign: Vodafone Prepaid “Live Life Like a Game”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România

Background/objectives:

Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.

Strategy:

“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.

Results:

Boosted users’ activity in the network
Gained Vodafone’s leadership on differentiating image indicators
Turned the product into a pop-culture phenomenon

Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Boost mobile sales by convincing competitive users to switch to Telekom’s Postpaid plan.

Strategy:

Our strategy was to shake the people’s inertia, to wake them up and get them to realize how much their current subscription takes advantage on them – see how they are overpaying for less benefits.
To make people realize their situation, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.

Results:

All campaign objectives surpassed, the campaign delivered outstanding business and brand results.

BRONZE

Campaign: NEABONAMENTUL (The Unsubscription)

SILVER

Campaign: Vodafone Prepaid “Live Life Like a Game”

SILVER

GOLD

Campaign: Shoelaces

Other products & services

Nominees

Campaign: TAROM, wherever longing takes you

Campaign: TAROM, Wherever Longing Takes You
Brand: TAROM
Client: TAROM
Submitted by: Propaganda

Background/objectives:

Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.

Strategy:

In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.

Results:

TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.

Campaign: You never know when bad luck strikes

Campaign: You never know when bad luck strikes
Brand: catmobile
Client: Catmobile.ro
Submitted by: Sector 7

Background/objectives:

Our category generated no brand loyalty. We wanted to change that. So we had two tasks: Make the brand known, and generate a 50% increase in site visits during the peak sales period of `16 Nov – 31 December`

Strategy:

Create a sense of urgency amongst users by showing how painful it is to drop your phone.

Results:

7 million views, 39K shares, 235.000 interactions. Catmobile entered among the most searched terms on google Romania in launch week. We reached a growth of 160% in visits and 255% increase in transactions.

BRONZE

Campaign: You never know when bad luck strikes

Renaissance

Nominees

Campaign: TAROM, wherever longing takes you

Campaign: TAROM, wherever longing takes you
Brand: TAROM
Client: TAROM
Submitted by: Propaganda

Background/objectives:

Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.

Strategy:

In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.

Results:

TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.

Campaign: Pizza Hut – Repositioning – A Little Crazier. Just a Little

Campaign: Pizza Hut – Repositioning – A Little Crazier. Just a Little
Brand: Pizza Hut
Client: American Restaurant System
Submitted by: McCann Worldgroup România

Background/objectives:

Reverse the negative trend of the Pizza Hut sales from the last 3 years with a repositioning campaign, a new menu and new restaurant experience.

Strategy:

Develop a new communication platform and promote the new menu by focusing on the comfort zone of Romanians – something new and crazy, but just a little bit!

Results:

With the New Pizza Hut communication platform, we managed to turn around the sales of the brand and to deliver the best image indicators in the history of the brand!

Shopper Marketing

Nominees

Campaign: Bunorama

BRONZE

Campaign: Bunorama

Branded Content

Nominees

Campaign: Unlimited Playlist

Campaign: Unlimited Playlist
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.

Strategy:

To get people to experience the need for unlimited net and switch to Telekom,
we relied on the transformational power of music and created the UNLIMITED PLAYLIST on YouTube:
the 1st collaborative playlist and longest branded playlist ever on YouTube
- created by people & celebrities putting together all the songs that are meaningful to them.

Results:

Campaign delivered outstanding brand and business results.

Campaign: #upgrade2SUPER with S9

Campaign: #upgrade2SUPER with S9
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România

Background/objectives:

For the S9 launch in Romania, Samsung had to give the youngsters a locally relevant reason-why to consider the it, while differentiating it from the increasing competition.

Strategy:

#upgrade2SUPER with s9 = Upgrade Your Social Media Content
Turning the S9’s new camera into what young people needed the most: an outstanding tool for super-elevated visual content on Social Media.

Results:

Massive amounts of participation for the brand (the organic exposure surpassing the paid media), a great uplift of the global campaign and a positive impact overall Samsung Mobile’s perception.

Campaign: KFC BOXMASTER - FRIENDZONE

Campaign: KFC Boxmaster - Friendzone
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România

Background/objectives:

BoxMaster was a new KFC product introduced and communicated mainly through a 4-episode branded content series.

Strategy:

The product attributes and the target's interests were connected through a sharp observation and simple insight: you would not eat a Boxmaster in the presence of someone you want to be with. And if you do, you're probably friendzoning that person.

Results:

Both the branded content and the sales objectives were exceeded by large margins. The campaign was engaging and talked about, the brand usage indicators increased and the brand love matched the all-time high.

Campaign: No Romanian Left Behind

Campaign: No Romanian Left Behind
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Trigger interest & consideration for Telekom’s unlimited 4G net offers among youngsters,
but to do in a way that would not trigger their Skip Ad reflex.

Strategy:

A “Trojan-horse” strategy: we delivered our brand message through the epic journey of Deliric taking our Unlimited 4G product to the less known Romania from the United States of America,
where having internet can cost up to 150 dollars / month.

The American Romania became not only the subject of an entertaining piece of content, it also validated Telekom’s offer through a direct comparison between the quality, affordable internet of our Romania vs. USA Romania’s.

Results:

A successful brand building campaign – all campaign objectives achieved and surpassed.

Campaign: The Note Challenge

Campaign: The Note Challenge
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România

Background/objectives:

Considering the aggressive competition, we had to define a role for Note9 as distinctive as possible locally, while using it as an image driver for the entire Samsung Mobile Category.

Strategy:

THE NOTE CHALLENGE - THE FIRST ONLINE REALITY SHOW IN ROMANIA
We positioned Note9 as the enabler that can bring ideas to life, from the first plan, to reality.

Results:

A positive impact across portfolio, increasing its distinctiveness, high quality image and leading-edge technology attributes. The digital results surpassed the benchmarks of the previous Note launch, with the same media budget.

Campaign: Brand Campaign “Live Beautifully”

Campaign: Brand Campaign “Live Beautifully”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România

Background/objectives:

Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.

Strategy:

Vodafone broke the noisy clutter of products and prices with a 360 campaign that responded to what people need more: Life-driven technology and entertainment.

Results:

Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.

GOLD

Campaign: KFC BOXMASTER - FRIENDZONE

Seasonal Marketing

Nominees

Campaign: #samefeeling

Campaign: #samefeeling
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România

Background/objectives:

Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.

Strategy:

One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.

Results:

Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.

Campaign: Hotelekom

Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.

Strategy:

We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.

Results:

+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.

Campaign: KFC XMAS BUCKET – WHEN MOM ALLOWS

Campaign: Kfc Xmas Bucket – When Mom Allows
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România

Background/objectives:

KFC wanted to increase sales of its iconic bucket during Christmas. We had to fight the higher media investment of competitors and the seasonal consumer preference for home-cooked food.

Strategy:

You don’t want to upset your mom on Christmas. This Christmas come and get your KFC Christmas Bucket, but only when mum allows you to.

Results:

The biggest sales increase for the holiday season in KFC’s history, with double digit growth and we beat McDonalds in the ‘meaningful brand’ battle.

Campaign: The Fashion Experiment

Campaign: The Fashion Experiment
Brand: Băneasa Shopping City
Client: Băneasa Shopping City
Submitted by: Geometry Global România

Background/objectives:

Băneasa Shopping City – the main destination for shopping in Romania - had to communicate winter sales without compromising its premium positioning.

Strategy:

The Fashion Experiment.
2 characters, each with 2 parallel Instagram accounts: one account for the „same style” persona and the other for the persona that tries various experimental outfits. BSC took 742 photos of the same character, in the same position, in the same places.
The account that gathered more votes reflected the fact that fashion is about experimenting more.

Results:

BSC gained leadership in District 1, increased sales and turned even more regular shoppers into loyals.

Campaign: OFFLINE MARCH

Campaign: Offline March
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication

Background/objectives:

In early 2017, Avon turned the March celebration into a great opportunity to activate the brand in a relevant manner for the younger segments, launching a video-content platform together with Antonia. It was a fun call to action, delivered on rap beats & rhymes, telling men that helping around the house to give her more time for herself, was the real gift she’s looking for. It was a great success, so we decided to have a follow-up campaign in 2018, but with a new beat and fresh ideas for video content.

THE CHALLENGE: Make a smashing comeback for Women’s Day in 2018, with a strong insight that would turn the new campaign into the most engaging digital campaign ever made by Avon.

Strategy:

We needed to find a new tension to build our campaign around so we looked into different tensions coming from the relationship between her & him. And what came up strongest was her need to be noticed and feel desired, especially against the mobile phone and scrolling addiction that is nowadays such a disconnection factor.

APPROACH: Turn 8th of March as the perfect occasion to encourage couples to go offline and go back to holding hands, having a conversation, noticing one another.

Results:

OFFLINE MARCH officially became the most successful campaign in social media for Avon, in terms of video content & engagement, outranking the previous year success and everything done before.

Campaign: The Heart Sewing Kit

Campaign: The Heart Sewing Kit
Brand: Asociația Inima Copiilor
Client: Asociația Inima Copiilor
Submitted by: Mercury360 Communications

Background/objectives:

In a chaotic fiscal year, with Asociatia Inima Copiilor needed funds to keep running its “medical missions” program: bringing foreign pediatric heart surgical doctors to Romania to operate children born with heart malformations at zero costs for their families.

Strategy:

Fundraising consisted of designing & marketing martisor-like, heart-shaped pins which people could personally sew, as symbol of heart surgery, during “love season” (February & March).

Results:

Fundraising objectives were surpassed; 40 lives of children born with heart malformations were saved; the funds amount allowed one pediatric doctor permanently moved to Romania.

Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Boost sales by convincing competitive users to switch to Telekom’s unlimited 4G net Postpaid plan during the most crowded telco season & advertising season of the year. Winter is the peak season for telco products & services, when brands fight for attention, claiming hot deals with smartphones as hooks.

Strategy:

To shake the people’s inertia and get them to realize how much their current provider takes advantage of them and prevent them from renewing their contracts, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to be rational and compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.

Results:

All campaign objectives surpassed, the campaign delivered outstanding business and brand results.

BRONZE

Campaign: #samefeeling

BRONZE

Campaign: KFC XMAS BUCKET – WHEN MOM ALLOWS

GOLD

Campaign: Hotelekom

GOLD

Campaign: The Heart Sewing Kit

GOLD

GOLD

Brand Experience

Nominees

Campaign: VloggemonGO

Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom’s promise in the last 2 years was to liberate the internet for all Romanians. The new offer for prepaid was the best on the market, unlimited data for 5 euros. But people perceived it as an overpromising offer with a catch. We had to create trust in our offer and get people to understand the need of real unlimited.

Strategy:

To get people to truly understand the power of our offer, we created an online-offline branded experience torture testing our product through the most data consuming feature on Social Media platforms - livestreaming. We created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.

Results:

A successful brand building campaign – all campaign objectives achieved and surpassed.

Campaign: Hotelekom

Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.

Strategy:

We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.

By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.

Results:

+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.

GOLD

Campaign: VloggemonGO

GOLD

Campaign: Hotelekom

Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.

Strategy:

We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.

By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.

Results:

+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.

Engaged Brand Communities

Nominees

Campaign: The First 24 Hours Facebook Live Marathon

Campaign: The First 24 Hours Facebook Live Marathon
Brand: Lidl
Client: Lidl România
Submitted by: Jazz Communication

Background/objectives:

To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.

KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page

Strategy:

THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.
Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.

THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENT
To celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:
• 24 Live sessions, 1 for every hour
• 24 challenges for the fans, 1 for every live session
• 24 prizes, 1 for every challenge

Results:

The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.

Use of Influencers

Nominees

Campaign: #upgrade2SUPER with S9

Campaign: VloggemonGO

Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.

Strategy:

Because we had an issue of trust in our offer, we choose to do a torture test and communicate it through a trustworthy entity for our target – influencers. They put our offer to test through the most data consuming feature on Social Media platforms – livestreaming.

Results:

A successful brand building campaign – all campaign objectives achieved and surpassed.

Campaign: The First Intelligent Banking

Campaign: The First Intelligent Banking
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT

Background/objectives:

BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.

Strategy:

George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram with social influencers, goes out in town to get coffee, launches his T-Shirts collection etc.

Results:

Right from its first launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.

Campaign: Romania's Next Big Vlogger 2.0

Campaign: Romania's Next Big Vlogger 2.0
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România

Background/objectives:

Coca-Cola wanted to increase its relevance for teens through a memorable experience: an upgraded and more qualitative edition of their favorite Next Big Vlogger online competition.

Strategy:

While keeping the format, we enhanced the competition with more qualitative video content and more skilled contestants. We also innovated the show with THE BIGGEST ROAST between vloggers and a surprising closing gala at the subway.

Results:

With no TV in the media mix, Next Big Vlogger 2 got massive organic reactions in digital channels, raised brand indicators for teens and sales of Coca-Cola cans.

BRONZE

Campaign: VloggemonGO

Media Idea

Nominees

Campaign: Vloggemon Go

Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.

Strategy:

We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.

Results:

A successful brand building campaign – all campaign objectives achieved and surpassed.

Campaign: #samefeeling

Campaign: #samefeeling
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România

Background/objectives:

Coca-Cola’s initiative is a powerful example of brand bravery and media thinking, to restate its equality value for all Romanians.

Strategy:

We fueled brands’ message to reach the mass audience through gradually echoing of different opinions in the society, with one message on social media, as a real-time reaction, one week ahead of the Referendum in Romania, on changing the family definition.

Results:

Coca-Cola managed to attract overwhelming positive real-time mass-reactions cross-media, minimizing the danger of the backlash of the brand in a traditional society.

Campaign: Have a break from driving

Campaign: Have a Break from Driving
Brand: KitKat
Client: Nestlé România
Submitted by: Digital Star

Background/objectives:

Gas Stations – a distribution channel with significant growth potential
Gas stations are growing distribution channel, diversifying their client offer. Auchan and Subway already capitalizing on this opportunity by opening outlets in gas stations.
In chocolate bars segment, gas stations account for ~5% in volume sales, being a very dynamic channel: 5.2% increase vs 3.7%* increase all retail outlets 2017 vs 2016 (source: Nielsen retail audit)

KitKat had to find a way to increase sales by stimulating trial and emotionally connect with the consumers without matching the top players investments in media.

Strategy:

On Waze platform, we created:
1. Branded take-over which were pumping-up during the way, and suggest drivers to have a break to the next MOL station
2. KitKat-branded pins on 192 MOL gas-station, which were marking the nearest ‘break’ station
3. KitKat branded in-app searches – which appear whenever a user would search for a destination in Waze
The ads were served to users driving on national roads and highways

In-store, in MOL gas stations:
KitKat counters were placed inside the MOL gas-stations cash register area.

Results:

669K unique users were exposed to the message – strengthening the associating of KitKat with the ‘break’ idea
The ads generated 2.5 mil impressions and 18.8K engagement
KitKat Sales increased + 206% (objective + 30%)

Campaign: The First 24 Hours Facebook Live Marathon

Campaign: INNA Music Cans Album

Campaign: Inna Music Cans Album
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România

Background/objectives:

The objective was to combine the equity of the Coca-Cola Zero Sugar and Inna’s, the most famous Romanian artists, to create an ownable and memorable brand experience across touchpoints, that helped to make the brand relevant for the target audience.

Strategy:

Music and technology enabled Coca-Cola Zero Sugar to create a new entertainment media channel, by unlocking a surprising experience by scanning its cans with Shazam mobile app.

Results:

The Music Cans Album campaign rapidly became a full-blown music and taste sensation and increased sales for the cans.

Campaign: Unlimited Playlist

Campaign: Unlimited Playlist
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.

Strategy:

To get people to experience the need for unlimited net, we started from a YouTube-specific insight:
despite being a video platform, Romanians go to Youtube to listen to music.
This led us to create the UNLIMITED PLAYLIST on YouTube: the 1st collaborative playlist and longest branded playlist ever on YouTube - created by people & celebrities putting together all the songs that are meaningful to them.

Results:

Campaign delivered outstanding brand and business results.

BRONZE

Campaign: Vloggemon Go

Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România

Background/objectives:

Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.

Strategy:

We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.

Results:

A successful brand building campaign – all campaign objectives achieved and surpassed.

Positive Change – Brands (CSR)

Nominees

Campaign: Untamed Romania

Campaign: Untamed Romania
Brand: Auchan
Client: Auchan Retail România
Submitted by: Auchan

Background/objectives:

România neîmblânzită is a one-of-a-kind CSR initiative in Romania: the first time a brand has single-handedly produced a full length nature film and distributed it in cinemas, on DVDs and at film festivals with the goal to celebrate Romania's unbelievably unique bio-diversity but also to impress on Romanians the urgency and importance of protecting and preserving it.

Strategy:

Our core target are adults 30-50.y.o. with young kids in the household. They have mid to high education and income, live in mid-sized cities, have a car, a house and a mortgage. Since they’ve become parents they’ve grown more interested in the longerm wellbeing and quality of life – because they now have to worry about how these things affect their kids’ lives. This makes them more receptive to environmental messages.

Conversations with our partner environmental NGOs who had years (some even decades) of experience on this issue in Romania have taught us that Romanians have a paradoxical view on their country's natural bio-diversity. On the one hand they feel proud of it even though they didn't do anything to deserve it. On the other they see natural habitats as "natural resources" to be exploited through tourism, hunting, logging and farming even though they have next to nothing to gain and everything to lose from it.
This led us to understand that we don't want Romanians to just feel proud of their country's rich bio-diversity. We want them to feel ownership and responsibility for it instead.

"Some things need to remain as they were" was the main message of the campaign and the tagline of the film. This simple message conveyed the noble purpose of the documentary and its accompanying campaign - that of wonder but also responsibility.

Results:

România neîmblânzită started as a unique CSR initiative and ended up as the most succesful documentary ever at the Romanian Box Office. It beat the previous top performer - The Michael Jackson Documentary "This is it" - and became one of only two Romanian movies to surpass 1 million RON in ticket sales in 2018 - the other was Moromeții 2. No other Romanian movie has passed even the 500k RON mark that year (National Council for Cinematography).

Campaign: Teachers of Confidence

Campaign: Teachers of Confidence
Brand: Always
Client: P&G
Submitted by: Leo Burnett România

Background/objectives:

To build an emotional connection with Romanian women and secure their loyalty against challenger brands,
we had to bring to life the global brand purpose of building girls’ self-confidence in a locally relevant way.

Strategy:

A BRAND ACT, NOT ANOTHER AD
With 1 out 5 kids dropping out of school in Romania, building girls’ confidence through quality education was the right cause for Always to champion. By creating the “Teachers of Confidence” program, in partnership with Teach for Romania NGO, we transformed each Always purchase into a donation for girls’ education.

Results:

All results exceeded business & brand objectives.

GOLD

Positive Change – Non Profit

Nominees

Campaign: Life hangs by a thread of hair

Campaign: Life Hangs by a Thread of Hair
Brand: Dăruiește Viață NGO
Client: Dăruiește Viață NGO
Submitted by: Ogilvy Group România

Background/objectives:

This case describes how Daruieste Viata NGO created a campaign that used the realities of cancer, in order to increase with 20% the number of donors.

Strategy:

We decided to use a thread of hair to tell the story of these children. In Romania, their life is unfortunately hanging on a thread. This approach made Millennials acknowledge the realities of sick cancer children and encourage them to act.

Results:

We managed to convince 65.886 people to donate 4 euro for the cause increasing donations with 44% compared with the past three years.

Campaign: Romania without HOSPICE

Campaign: Romania without HOSPICE
Brand: Hospice Casa Speranței
Client: Hospice Casa Speranței
Submitted by: ThinkDigital

Background/objectives:

In Romania, a patient needs palliative special care every 6 mins. Hospice Casa Sperantei is one of the few places where patients are treated and supported in their fight against terminal illness. Unfortunately, this NGO is relying on donations from private individuals and CSR-respected companies.

Strategy:

To achieve that, we created a campaign that showing a Romania without Hospice, which meant zero solutions for the patients in palliative conditions.

Results:

The financial objective was achieved and the target was surpassed with 74.44%. (37% of Hospice’s entire 2018 budget).

Campaign: Be Like a Mother

Campaign: Be Like a Mother
Brand: Brewers of Romania Association
Client: Brewers of Romania Association
Submitted by: WOPA

Background/objectives:

Hundreds of lives are affected by drunk driving. How do you stop those who want to drive after drinking when they do not want to listen?

Strategy:

Nobody would drive drunk with their mother next to them. Brewers of Romania provoked people to “become mothers” for their friends when they are tempted to drive after having consumed alcohol. A potentially preachy message turned into entertaining and shareable content and experiences.

Results:

In spite of a very limited budget, the campaign reached high visibility and awareness for responsible alcohol consumption.

SILVER

Campaign: Life hangs by a thread of hair

Sustained Success

Nominees

Campaign: The Playful Bank

Campaign: The Playful Bank
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising

Background/objectives:

As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.

Strategy:

But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.

Results:

Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.

SILVER

Campaign: The Playful Bank

GRAND EFFIE

Winner Grand Effie

Campaign: TOGETHER FOR MagicHOME

Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin

Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.

Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.

Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.

Packaged food

Nominees

Campaign: The complete motherhood assistant

Brand: Aptamil
Client: Nutricia Early life Nutrition
Submitted by: WEBSTYLER
Contributing Agencies: GMP Advertising, Parenting Ads, Chapter 4 Communications Romania

Background/objectives:
On a decreasing market dominated by one big player Aptamil wanted to be the brand to keep growing in 2017.

Strategy:
Build and promote a brand utility platform that deals with all young mothers’ fears and insecurities, with a focus on their most important stress, their babies’ immunity.

Results:
Business, brand and digital relationship objectives were all surpassed making Aptamil a rising star of the market.

Campaign: The Clean Label

Brand: Cris-Tim
Client: Cris-Tim
Submitted by: GMP Advertising
Contributing agencies: GMP PR, Webstyler, Go Studio

Background/objectives:
Cris-Tim revolutionized the processed meat market in Romania by launching the “clean label”, a unique concept mean to change consumer’s perception towards its whole range of products.

Strategy:
Cris-Tim demonstrated how its products are always its main priority thus building trust and consideration as a responsible producer.

Results:
All campaign objectives were met or surpassed and a new quality standard was set for the whole category.

Campaign: Natural, without compromises

Brand: Unisol
Client: Bunge România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: OMD Romania, Rogalski Damaschin, Atelieru de internet

Background/objectives:
In a market ruled by low prices, Unisol had to come up with an added value to get out of the clutter, raise its sales and win market share, without lowering the price.

Strategy:
Even if it’s great to bend the rules in other home matters,
there are no compromises to be made when it comes to food & natural ingredients.

Results:
Unisol raised its awareness, its sales and got its highest historical shares in the past 3 years, reaching the Top 3, by the end of the campaign.

BRONZE

Campaign: Natural, without compromises

Snacks, confectionery and deserts

Nominees

Campaign: The Ark of Corso

Brand: Corso
Client: Macromex
Submitted by: Graffiti BBDO

Background/objectives:
How could Corso win top awareness and brand distinctiveness in a category driven by impulse, against 200 ice-cream brands, during ice-cream only season, the summer?

Strategy:
Starting from its “craziness” equity and from the insight that the melting nature of ice-cream demands complete focus, we inspired people to express their inner craziness through a promotional campaign that gave them T-shirts with diverse types of “beasts inside” to help express craziness and “escape” seriousness during summer.

Results:
The Ark of Corso campaign helped brand to win top of mind, relevant kpi and brand salience that leads to sales and no.1 market share.

Personal Care Products & Services

Nominees

Campaign: Lullaby

Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agencies: MEDIACOM, Graffiti PR

Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.

Strategy:
The song was efficiently seeded by using the most relevant touchpoints for Moms, at the right time, with the right message.

Results:
All results exceeded campaign objectives.

SILVER

Campaign: Lullaby

Alcoholic beverages – Beers

Nominees

Campaign: The beer that cheers to Dads

Brand: Noroc
Client: Bergenbier S.A.
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Zenith Romania

Background/objectives:
Grow Noroc market share in the segment by consolidating brand equity.

Strategy:
Deep consumer understanding fueled a radical change for NOROC communication strategy, while also challenging the stereotypical portray of low income men in advertising.

Results:
All objectives were achieved and surpassed.

Campaign: The Brewer’s Secret

Brand: Timișoreana
Client: Ursus Breweries
Submitted by: GMP Advertising
Contributing Agency: Media Investment

Background/objectives:
Timișoreana launched the first unpasteurized beer brand on the Romanian market, opening up a new consumption sub-category .

Strategy:
Timișoreana Unpasteurised was introduced as the brewer’s secret, making everyone curious to try it.

Results:
The campaign surpassed all its business and image objectives.

BRONZE

Campaign: The beer that cheers to Dads

Alcoholic beverages – Others

Nominees

Campaign: The Vodka Lesson

Brand: Tazovsky
Client: PPD România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: FRANK GROUP, OMD ROMANIA(OPTIMUM MEDIA DIRECTION PLAN&BUY), PORTER NOVELLI PUBLIC RELATIONS, CREATIV PRO DESIGN

Background/objectives:
This is the story of Tazovsky, a brand aiming to grow its distribution and sales and go from ‘just another vodka, struggling to survive’, to the challenger in the market by taking upon its shoulders the task to educate consumers about what a good vodka means through a new campaign.

Strategy:
THE VODKA LESSON, aiming to make Tazovsky the 1st brand in the market that educates Romanians about good vodka.

Results:
For the first time in a long time, Tazovsky grew its sales and exceeded its objectives instead of decreasing.

Non-alcoholic beverages

Nominees

Campaign: Battle of the flavors

Brand: Mirinda
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing Agencies: OMD - Media Agency, Spoon Digital Agency, The Practice - PR Agency

Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.

Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities.

Results:
With +1 mil consumers reached and + 9 mil impressions Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.

Campaign: The taste of Purity

Brand: Aqua Carpatica
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agency: Media Investment - Media Agency, Atelieru de internet - Digital Agency

Background/objectives:
As a small player in the carbonated water category, Aqua Carpatica had to raise people’s curiosity about its product, to get more sales and increase its market shares.

Strategy:
Introducing two intriguing ideas: the taste of the pure water, explained by the only accredited water sommelier in the world, Martin Riese.

Results:
Aqua Carpatica raised its sales and advanced 3 positions in the market charts.

Campaign: Aqua Carpatica Kids

Brand: Aqua Carpatica
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Media Investment - Media Agency, Atelieru de internet - Digital Agency

Background/objectives:
With many brands going after the core target of Aqua Carpatica – the parents – Aqua Carpatica had to defend its top position the still water category.

Strategy:
Celebrate kid’s small, but important victories with Aqua Carpatica for Kids – the water that can’t be spilled, because of its special cap.

Results:
Aqua Carpatica secured its top position in the still water category, with shares bigger than ever before.

Campaign: Festival Bracelet

Campaign: Festival Bracelet
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

BRONZE

Campaign: Festival Bracelet

GOLD

Campaign: The taste of Purity

Durables

Nominees

Campaign: The Non-traditional Family

Brand: Savana
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners

Background/objectives:
Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.

Strategy:
The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.

Results:
Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.

SILVER

Campaign: The Non-traditional Family

Retail

Nominees

Campaign: Animaterra

Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann

Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.

Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.

Results:
All results surpassed objectives.

Campaign: The New You

Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann

Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having and attract new, up-scale clients who were not considered Kaufland and thus, increase sales.

Strategy:
Position Kaufland products and experiences as facilitator of self-development and evolution, towards a better self.

Results:
All results surpassed objectives.

BRONZE

Campaign: Animaterra

Restaurants

Nominees

Campaign: CEVA / Something from KFC

Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin

Background/objectives:
KFC had to find with a solution to break the clutter of value offers on Romanian fast-food market, which started to be similar as price and even happening in the same time, to promote its 5 Lei offer.

Strategy:
We focused on micro-moments of hunger and tapped the vocabulary people use when they want to grab SOMETHING/CEVA to eat, to elevate it into new cultural slang.

Results:
KFC’s SOMETHING/CEVA offer grabbed people’s attention, and boosted KFC’s sales vs LY by 17.8%, and increased by 25% the number of 5 Lei menus.

SILVER

Campaign: CEVA / Something from KFC

Financial Services

Nominees

Campaign: Talking Salaries

Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising

Background/objectives:
The hugely successful “Leutzu” campaign added 100 000 salary clients. This time, we aimed for 120 000 fresh salaries brought to ING.

Strategy:
Maybe you would care more if your salary could actually speak to you. If your salary was a human being - just like you - you would pay more attention to his concerns. But if salaries could talk, they would tell you straight to bring them to ING Bank.

Results:
The “Talking Salaries” campaign managed to further increase ING’s consideration as a “main bank “– 134 000 more people brought over to ING their recurring income. So, ING Bank’s salary market share grew a spectacular 21.6% in 2017.

Campaign: Hats

Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising

Background/objectives:
Last year, BNR decided to raise interest, in order to prevent overheating the economy. As the ROBOR index rose sharply, all of a sudden, it was way more expensive for people to get a personal needs loan - so it was very difficult to meet our sales objective: 840 million RON in loans disbursed in the last 4 months of 2017.

Strategy:
Knowing that we were supposed to run the campaign in a very different financial context we assumed we’d have a better chance to sell if we address people really pressed to solve some stringent issue, instead of “consuming hedonists”.

Results:
In a dramatic and totally unforeseen context (OUG 79, “the fiscal revolution” popping up mid-campaign) ING Bank still managed to have an astounding 21% YOY growth on consumer loans (vs. the market’s 10% YOY growth) and was still able to have a 9,7% Market Share increase in consumer loans.

Campaign: Simple as ING

Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising

Background/objectives:
ING wants to preempt the consequences of imminent clash with FinTech competitors. For this purpose, it was critically important for ING to amass as many “active digital customers” as possible and to migrate its desktop users towards the mobile app.

Strategy:
People not using digital banking do so because they fear adding more intricacy to their already complicated lives. But it’s actually super-simple to use the Home’Bank. So, let’s simply show - in the simplest way – how simple is to “digitally bank” with ING.

Results:
ING had a spectacular 60% increase in mobile app users, and got to be the leader of digital banking, with spectacular growth on all indicators. For its 2017 performance, ING Romania was awarded “Bank of the Year in Mobile Banking”.

Campaign: The Entrepreneurial Bucharest

Brand: Banca Transilvania
Client: Banca Transilvania
Submitted by: Three & Next Advertising
Contributing Agencies: Rogalski &Damaschin Public Relations, MSLGROUP The Practice, Media Consulta

Background/objectives:
What to do when ranking in top 3 banks in Romania, the bank supporting entrepreneurship, but you are perceived as a local, kind of dusty bank by the people of Bucharest, the city of entrepreneurship in Romania?

Strategy:
Step back, offer the stage and put into spotlight the creative people and businesses that transformed Bucharest for the better. Moreover, choose some key influencers and let them endorse the local businesses they appreciate.

Results:
Banca Transilvania managed to attract the lion’s share of the new established SMEs in Bucharest & Ilfov in 2017 and to become #1 TOM bank.

Campaign: What can Patria do for you

Brand: Patria Bank
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House

Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.

Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.

Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.

Brand: Visa
Client: Visa
Submitted by: Publicis România/ Publicis One România
Contributing Agencies: MSLGROUP The Practice, Starcom

Background/objectives:
Visa decides to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results

Strategy:
Instead of doing it ourselves, we gave young people the mission of convincing their folks to pay with Visa for winter shopping.

Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value.

BRONZE

Campaign: Simple as ING

SILVER

Campaign: Talking Salaries

SILVER

Campaign: Hats

SILVER

Campaign: The Entrepreneurial Bucharest

SILVER

Corporate Reputation

Nominees

Campaign: Provident signs for responsible lending

Brand: Provident
Client: Provident Financial România
Submitted by: Jazz Communication
Contributing Agencies: Initiative Media, Goya Public Relations

Background/objectives:
After 11 years in Romania and in the middle of a mass-media crisis hitting all Non-Banking Financial Institutions, Provident decides to take on the responsibility of educating Romanians on what it means to be a serious NBFI practicing responsible lending.

Strategy:
‘Provident signs for responsible lending’ idea was deployed in an integrated campaign that educated people, demonstrated Provident principles of responsible lending and its impact in economy.

Results:
The campaign had unprecedented impact on consideration, recommendation and image attributes.

Telecommunications

Nominees

Campaign: #NETLIBERARE

Brand: Telekom
Client: Telekom Romania
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment

Background/objectives:
Position Telekom as an Internet company provider.

Strategy:
#Netliberare as an umbrella campaign promising better, simpler and more accessible Internet for Romanians.

Results:
Record results in both terms of image and business for Telekom.

Campaign: Business Liber

Brand: Telekom
Client: Telekom Romania
Submitted by:Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment

Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017.

Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.

Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.

Campaign: The Dragobytes

Brand: Orange
Client: Orange România
Submitted by: Mullen Lowe Profero România
Contributing Agency: Initiative

Background/objectives:
At a time of sentimental overflow, Orange needed to promote its account management app, My Orange, which makes it easier for customers to interact with its services.

Strategy:
We enabled people to express their feelings through data usage, reframing megabytes as messengers of love and My Orange as their dispatch center.

Results:
Dragobytes spread across the internet, driving an increase in the number of My Orange active accounts, through both new accounts and reactivations. The campaign significantly improved app downloads and supported online sales.

GOLD

Campaign: #NETLIBERARE

GOLD

Campaign: Business Liber

Medical services & Healthcare products

Nominees

Campaign: Heavy Meals Are Joy Killers

Brand: DIGENZYM
Client: Labormed Alvogen
Submitted by: Nurun / Publicis One România
Contributing Agency: United Media

Background/objectives:
Digenzym had to face the fierce competition of the digestive market. Our challenge was to reverse the negative sales trend and secure the brand position in the category.

Strategy:
Starting from the emotional relationship of Romanians with food – food is a reason of joy, the strategy was to capitalize on an opportunity that nobody exploited – entertain while informing, by giving an unexpected “face” to food that still attached to its consumers long after the meal was finished.

Results:
Portraying an entertaining “face” of food had an huge impact, helping us achieve overwhelming results and record sales.

David vs. Goliath

Nominees

Campaign: To find a house

Brand: Storia.ro
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice

Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.

Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.

Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.

Campaign: What can Patria do for you

BRONZE

Campaign: What can Patria do for you

New Product or Service Introductions

Nominees

Campaign: The Only Taco Bell On A 1208KM Radius

Brand: Taco Bell
Client: California Fresh Flavours
Submitted by:McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, GOLIN

Background/objectives:
Taco Bell was launching in Bucharest, fighting an aggressive competition in terms of offer & products in 2 food courts: Baneasa Mall and Mega Mall, challenging consumers with rather unknown type of food and culture with higher prices than average fast-food menus and limited budget.

Strategy:
‘THE ONLY TACO BELL ON A 1208 KM RADIUS’ restored national pride among the CEE neighbors, usually more updated with novelties than Romanians, all with strategic OOH and digital.

Results:
We almost doubled all sales and traffic objectives while breaking all Taco European opening records.

Campaign: To find a house

BRONZE

Campaign: To find a house

SILVER

Campaign: The Only Taco Bell On A 1208KM Radius

Shopper Marketing

Nominees

Campaign: Give A New Start To A Newborn

Brand: Pampers, Ariel, Lenor
Client: Procter & Gamble România
Submitted by: Grey România

Background/objectives:
Procter & Gamble needed to boost sales in Profi, which is the fastest growing retailer, having a particularly strong presence in smaller towns. The paradox is that baby-care category in Profi was already completely owned by Pampers, so it was necessary to convince new parents shopping for baby products to come to Profi.

Strategy:
Big Idea: With P&G and Profi, you can help build a baby’s future, from the very first moment.

Results:
The campaign achieved all its objectives and further consolidated the partnership between P&G and Profi.

Brand Experience

Nominees

Campaign: Animaterra

Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Universal McCann

Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.

Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.

Results:
All results surpassed objectives.

Campaign: Lidl’s Electric Kingdom

Brand: Lidl
Client: LIDL România
Submitted by: Mullen Lowe România
Contributing Agencies: Golin, Initiative

Background/objectives:
Lidl needed to frame its brand promise – You deserve to be surprised – in a relevant way for young shoppers. Electric Castle offered the perfect opportunity to achieve this goal.

Strategy:
Romanian festivals are still defining their identities and core audiences. Lidl had to provide an upgrade in terms of Electric Castle experience, while helping it consolidate its identity. Electric Kingdom was born.

Results:
The Lidl Electric Kingdom became an integral part of the Electric Castle experience, through high on-site engagement and intense online buzz.

Campaign: Romania’s Next Big Vlogger

Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.

Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.

Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.

Campaign: Festival Bracelet

Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

GOLD

Campaign: Romania’s Next Big Vlogger

GOLD

Campaign: Festival Bracelet

Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

Branded Content

Nominees

Campaign: Awake Music Experiment

Brand: Grolsch
Client: Ursus Breweries
Submitted by: Kubis Interactive
Contributing Agencies: Media Investment, Aural Eye

Background/objectives:
After 7 years of success inside of creative communities, Groslch needed to expand its brand addressability.

Strategy:
We leveraged music as a currency for a larger target in order to democratize the definition of creativity as creativity is the brand communication territory.

Results:
Grolsch registered the best scores for consideration and consumption indicators.

Campaign: Time from your own time

Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication

Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.

Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.

Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.

Campaign: Romania’s Next Big Vlogger

Campaign: Smart Menu - Buy with likes

Brand: KFC
Client: US FOOD NETWORK
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM Romania, Golin

Background/objectives:
KFC needed to boost its sales after the winter holidays with its most-wanted value offer, the Smart Menu, fighting the scarcity of money of its target, and the aggressive promos of its competition.

Strategy:
We transformed the regular currency into Internet Fame for Smart Menu offer: 12,5 LEI became 1250 Likes, from their Facebook posts collected during winter holidays when scanning their profile on KFC’s site.
So Likes can Feed you.

Results:
KFC’s Smart Menu had +11.9% value sales increase vs PY and boosted customers’ involvement on its own digital media.

Campaign: Vlogger's Swap

Campaign: Sprite RFRSH Cans

Brand: Sprite
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: UM ROMANIA, MRM//MCCANN ROMANIA, MCCANN PR

Background/objectives:
Sprite aim is to further innovate and grow the lemon-lime segment of sparkling non-alcoholic drinks, while competition became recently more aggressive, and connect new generations of teens to the brand via a product innovation that repurposed its cans to solve one of the biggest tensions in teens’ life – speaking their mind and heart out.

Strategy:
We transformed Sprite cans intro conversations starters for teens’ emotional breakthroughs with 6 refreshing teens’ hot topics, revealed in 2 phases, using thermo-sensitive technology. Scanning the Shazam code on each can design, would unlock local influencers refreshing message sketches.

Results:
Sprite increased can sales, and the number of scans made the campaign the best performing print scanned that Shazam had in Romania.

Campaign: Festival Bracelet

Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

BRONZE

Campaign: Vlogger's Swap

GOLD

Campaign: Festival Bracelet

Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

Data-Driven/Programmatic

Nominees

Campaign: Unlocking the power of data & technology

Brand: Rompetrol
Client: Rompetrol
Submitted by: United Media Services
Contributing Agency: GMP Advertising(creative)

Background/objectives:
In the context of gas stations running promotional wars, Rompetrol lagged behind in digital share of interest as seen in Google searches. The mission was to revive people’s digital interest for Rompetrol, break the clutter in digital channels and outrank main competitor Petrom.

Strategy:
Incorporate the offline consumption patterns in the programmatic ecosystem and target users in real time right before they visit the gas station.

Results:
With +300% increase in brand searches, Rompetrol outranked Petrom and this was the most successful Summer Promotion campaign in the last 3 years.

Engaged Communities

Nominees

Campaign: Vloggers’ Swap

Campaign: Lullaby

Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing agencies: MEDIACOM, Graffiti PR

Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.

Strategy:
With baby’s sleep being the #1 concern for parents with kids under 3 years old, Pampers demonstrated how it responds to these concerns by turning sleep-related Google searches into the lyrics of a Pampers lullaby.
The execution had for a double effect – while the lullaby melody would help put their baby to sleep, the insightful lyrics reassured parents they don’t need to worry thanks to Pampers’ superior benefit.

Results:
All results exceeded campaign objectives.

Campaign: Battle of the flavors

Brand: Mirinda
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing agencies: OMD-Media Agency, Spoon Digital Agency, The Practice - PR Agency

Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.

Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities through the communities already existing in this environment.

Results:
With +1 mil consumers reached and + 800k brand engagements online Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.

Campaign: TOGETHER FOR MagicHOME

SILVER

Campaign: TOGETHER FOR MagicHOME

GOLD

Campaign: Vloggers’ Swap

Sports Marketing

Nominees

Campaign: Together we fight!

Brand: National Football Team
Client: Federaţia Română de fotbal
Submitted by: WEBSTYLER& GMP Advertising
Contributing agency: Flying Elephant

Background/objectives:
In a negative context for the Football National Team, we had to launch its first dedicated identity and get a neutral general reaction.

Strategy:
FRF decided to use the context of the upcoming centennial year, positioning the first identity as a symbol for uniting all Romanians, emphasizing the strong bond of true fans with the National Team.

Results:
The objectives where surpassed, generating a rather positive overall reaction.

Seasonal Marketing

Nominees

Campaign: Mum's Christmas Bucket

Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin

Background/objectives:
KFC wanted to promote its most expensive product, the bucket, during the most spending spree period
of the year - Christmas, fighting competitors, people’s seasonal spending habits and their traditional cultural representations of holiday foods.

Strategy:
We shifted the focus to moms and came out with the special Christmas bucket: freshly prepared and cooked by moms working at KFC. So “you can’t escape your mum even at KFC”.

Results:
KFC registered historic value sales for the holiday season, and won a meaningful brand battle with its main competitor.

Brand: Visa
Client: Visa
Submitted by: Publicis România / Publicis One România
Contributing agencies: MSLGROUP The Practice, Starcom

Background/objectives:
Visa decides to turn winter shopping into an opportunity to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results.

Strategy:
We gave young people the mission of going home for winter holidays with a mission: convince your folks to pay with Visa for winter shopping.

Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value, making Winter Promo 2017 the best local promo for Visa.

Campaign: The internet is you

Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment

Background/objectives:
Winter is the peak season for telco brands compete in deals & promos, pushing smartphone offers as the perfect gift.

Strategy:
Telekom distinguished its Postpaid offer from the Xmas noise by positioning the benefit of Unlimited internet as the reflection of the Unlimited human spirit.

Results:
All objectives were surpassed with record sales.

SILVER