Each year, 500 new cases of childhood cancer are diagnosed in Romania. Another 5.000 children are already undergoing treatment. Unfortunately, pediatric cancers can only be treated in a handful of specialist clinics scattered throughout the country, often far from the children’s homes.
One of the most affected patients in Romania are children suffering of cancer due to a poor health sector with no appropriate conditions for the little ones and with no involvement from authorities. The unfortunate consequence of this reality is that, in Romania, one of two children suffering of cancer is dying, while in Europe, 80% of those affected will eventually survive the disease.
Since 2015, Vocational Romania became the national platform used by OMV Petrom to advocate for a better vocational education (VET) in Romania. While advocating for change, we came to realize that VET PUPILS, the most significant recipients of the change, are a silent mass of youngsters that is neither consulted nor accounted. Lacking representativity, is hard for pupils to address decision makers and ask them to initiate VET improvement. Vocational Students League was born to act as a representative group for VET pupils, that will produce a systemic and relevant change for vocational education but also improve craftsmen reputation. We choose Buzau, as a pilot county, to test the approach but also to prove #itcanbedone.
Two years ago, OMV Petrom looked for a solution to address a three-fold issue: on one hand, the company had an ageing workforce, with lack of skilled craftsmen affecting long term performance. On the other hand, with operations in 300+ communities, the company needed to create job alternatives to prevent mono-industrialism.
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
With more than 100 years legacy in continuously innovating and developing new razors for a comfortable shave, Gillette was about to introduce in Romania a totally new product that targeted men with highly sensitive skin during shaving. This time, the product came with only two blades and a unique innovation – SkinGuard technology. In order to avoid confusion among consumers who have already been used with innovations around the precision blades, we set the main product benefit at the core of our launch campaign.
The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.
Self-diagnose often leads to self-medication, perpetuating a self-destructive behavior, so we wanted to educate and encourage a preventive health behavior by launching a challenge, with only one possible answer: a doctor’s education and experience cannot, under no circumstance, be replaced by online search.
UniCredit took the leap and decided start a shared value platform, both a support for developing creative business in Romanian society and a corporate reputation asset with link to brand differentiation that could also create new business opportunities for the company.
Telekom Romania has experienced in 2018 probably the worst crisis a telco could encounter, and for sure, the hardest until that moment on the local telecommunication market.
On March 21st a woman uploaded a picture on Facebook showing a discolored chicken from Agricola after putting it in saline marinade, accusing the brand that it uses artificial colorants to make the chicken look better. The Facebook post had been shared 27,000 times in 12 hours, sparking negative comments as many angry people said we are poisoning them with artificial chemicals. The crisis was over after 48 hours after it began by communicating to our Facebook fan base the official reports from authorities that didn’t find anything wrong with the chicken meat. It was perfectly fine!
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
One of the most affected patients in Romania are children suffering of cancer due to a poor health sector with no appropriate conditions for the little ones and with no involvement from authorities. The unfortunate consequence of this reality is that, in Romania, one of two children suffering of cancer is dying, while in Europe, 80% of those affected will eventually survive the disease.
Earlier this year, Mastercard debuted its sonic brand identity, a comprehensive sound architecture that is aiming to reshape the paying experience. To introduce their new MOGO – musical logo to the public, the brand chose Electric Castle, Romania’s most famous music festival. But Mastercard’s DNA is priceless for everybody, and not everybody is at a music festival. We’re talking about the deaf community. In Romania, they are usually overlooked and have a hard time finding public events they can attend.
While the tobacco industry is the second largest contributor to the Romanian government, cigarette smuggling holds 13.7% of the total consumption. 3.2 billion euros are paid by manufacturers to the state annually, yet about 700 million euros are lost to the black market.
In the midst of summer collection launches, the campaign had one purpose: to promote both regular and swimwear collections, and invite consumers to join H&M on a grand experience. The campaign had to tell a summer-long story that would strengthen H&M as a brand, drive traffic, conversion and purchase in online and physical stores. The right influencers had to be chosen in order to create engaging content and be relevant for both women and men.
With more than 100 years legacy in continuously innovating and developing new razors for a comfortable shave, Gillette was about to introduce in Romania a totally new product that targeted men with highly sensitive skin during shaving. This time, the product came with only two blades and a unique innovation – SkinGuard technology. In order to avoid confusion among consumers who have already been used with innovations around the precision blades, we set the main product benefit at the core of our launch campaign.
The kind of universal mega brand like ABSOLUT Vodka doesn’t need to develop local content or major brand acts in smaller markets like Romania, but for the first time in brand’s history, we had the opportunity to locally design the bottle wrapping for the iconic bottle, dedicated to the Romanian Centenary.
Encouraged by the international trend in lifestyle, the young and adult generation of Romanians declares its determination to adopt an environmentally friendly lifestyle, and the partnership between CEZ Group in Romania and Neversea does nothing more than to support its plan.
The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.
The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.
As a leading technology company, Mastercard is dedicated to consistent efforts to facilitate digitalization in Romania and inclusion via wide access to modern payments for everyone. While card payments are gaining ground year to year, some aspects of everyday life still seem to be cash-bound forever. However, this is not the case for monthly payment of building utilities anymore, because earlier this year, Mastercard launched Cashless Block – I want to pay my monthly building utilities by card!, the first platform in Romania that relieves people of the chore of always having to carry cash when visiting the administrator.
Earlier this year, Mastercard debuted its sonic brand identity, a comprehensive sound architecture that is aiming to reshape the paying experience. To introduce their new MOGO – musical logo to the public, the brand chose Electric Castle, Romania’s most famous music festival. But Mastercard’s DNA is priceless for everybody, and not everybody is at a music festival. We’re talking about the deaf community. In Romania, they are usually overlooked and have a hard time finding public events they can attend.
The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.
Working at McDonald’s is a never-ending source of communication opportunities. So, at the end of 2016 we turned to the employees – the greatest communication channel of them all. We managed the entire campaign from a transparent angle, and because people were curious, McDonald’s employees answered their curiosities. For the first time, employees have become the voice of McDonald’s – and they’re a strong voice, indeed.
On a Sunday morning, the Hollywood Multiplex (HM) cinema “woke up” in the midst of a crisis. This occurred because Raluca Zdrobiș, a single mother as well as a blogger, stated that an employee of the cinema refused to sell her the Family package of tickets and called her and her kids “not a real family”. In 24 hours, her article is the most popular in the blogosphere, with an estimated reach of 350,000 persons (including influencers), who blame the brand and demand explanations.
In 2018, Raiffeisen Bank launched the pilot edition of “factory by Raiffeisen Bank”, the company`s first online financing competition, dedicated to start-ups. In 2019, Raiffeisen Bank wanted to develop the program in order to make it more attractive to the entrepreneurial community, thus positioning the brand as one that supports the start-up community. However, communicating this program came with several challenges, such as low awareness among Romanian entrepreneurs, the fact that Romania was going through a period of political turmoil and fiscal changes, plus the general perception that it would be difficult to obtain financing for one`s business idea.
In an industry with high employee turnover, McDonald’s wanted to give its crew a confidence boost. Teamwork and good spirit are business drivers in hospitality business, so we sat down with the Operational and HR teams to design a program that would drive employee collaboration and also help increase sales.
Romanians love, dream, spend a lot on food… but they never „digest” money lessons. Rogalski Damaschin PR decided to put on their tables financial appetizers for a healthy life, and opened Money Bistro. The first video series about financial education was created for Raiffeisen Bank at the end of 2018, and reached up to 10,000,000 Romanians.
In 2016, BCR launched ‘Școala de Bani’ (The School of Money) and from 2018 transformed it into the largest and most consistent financial education program in Romania, through courses for adults and young people in either companies, headquarters or schools, a mobile exhibition of financial education for children and a dedicated digital platform, all involving more than 1.000 financial education teachers, all BCR experts.
In 2017, CITR Group understood that saving the companies from bankruptcy and restoring them into the economic circuit is not enough. They had to address the stigma that entrepreneurs are facing when confronted with difficulties. We launched a corporate communication platform called “Second Chance”, in order to generate empathy towards entrepreneurs in distress and promote the Group’s expertise.
Food waste is something people have been living with for a long time. Most might have overlooked it, though. The idea of the “Replate Waste” campaign was assembling a digital mechanism that transformed a general “infamous” individual deed (generating food waste basically almost every time you eat) into the inspiration for a creative process and, ultimately, a good deed. We turned to digital to make people part of a change: awareness on a global issue, on one hand, and support for a social cause, on the other.
Telekom Romania was officially established in the year 2014 following a huge merge and rebranding process. Thousands of employees from different professional and cultural backgrounds were reunited under the DT brand. As expected, this was bound to create internal struggle. Employees were visibly affected by the recent developments on the market and simply found it difficult to understand why being part of Telekom is a great thing for their career and prospects.
#NextStep@Michelin is an internal Employer Branding campaign meant to promote career mobility within Michelin; it derives from our employer brand promise (“Moving forward together”) of giving employees the opportunity to build a career inside Michelin, and not just to find a job.
In 2018, Lidl was moving to new headquarters, a high-class building in terms of sustainability standards (Breeam Oustanding standard). At the same time, Lidl was in a process of transforming the leadership principles, the values, and the organizational culture. The new office building became the voice of Lidl as a brand, as an employer, as an innovator, all within the context of sustainability.
The Romanian labour market has been facing multiple difficulties in the past few years in terms of employment, with the main affected industries being trade, tourism, retail and food service. There is a constant need for attracting new employees and, when it comes to McDonald’s, people are usually undecided whether to work with you or not. The mainstream opinion: „Working at McDonald’s is hard, exhausting and not very appealing”.
Lidl Romania has grown rapidly, and currently has more than 5,000 employees. To keep up that pace, we needed new human resources, as well as to build loyalty among existing employees. Thus, Lidl integrated brand communication, developed under the slogan ”You Deserve To Be Surprised”, with employer values, and launched ”Surprising People. Surprising Careers” – a corporate campaign meant to position Lidl as an employer.
Whether it is ridesharing (uberX), food delivery (UberEATS) or driverless technology, UBER’s mission is to offer viable alternatives to the personal cars and make urban mobility available to everyone, everywhere, at the push of a button. However, innovation brings change, and change is often feared, misunderstood or just not welcomed.
A brand new and hip museum, with an innovative theme, opens in the old center of Bucharest. Five months later into the campaign, the Romanian Kitsch Museum became one of the most popular destinations in Bucharest. We resorted to a non-conventional PR campaign inspired by the identity of the museum. The launch consisted of two actions: a tour for the media in the morning and a kitsch party in the evening.
Unu si Unu NGO wanted to launch a campaign that would make a wider audience empathize with the situation of families with prematurely born children (known as preemies or premmies) and to announce a new initiative: the creation of the first multidisciplinary center for families with long-term hospitalized children.
In January 2016, our client Mastercard had a project in the global launch pipeline through which it sought to empower consumers to make high-value purchases while at the same time manage their budget in a smart way – Mastercard Instalments.
In recent years, Romania has been facing a destabilization of the relationship between clients and banks, caused by the Romanians` lack of faith in banking institutions. Some of the main issues are the contracts and the lack of transparency when it comes to all clauses.
The last couple of years haven’t been easy for Pampers. Although a dominant leader of the category, Pampers was losing ground with moms. By mid-2017, Pampers, whom before was a true love brand, started confronting with a lot of negative reactions from moms turning the brand’s Facebook page into a section of complaints.
Investing in BIO agriculture is a concrete ACT FOR FOOD through which Carrefour provides healthy, high-quality food at fair prices, for consumers everywhere in the world. In Romania, only 1% of total agriculture production is BIO and the consumptions sums up only 2% of the retail market.
Romania is facing a social crisis, with steadily decreasing natality, demographic decline, and an unwanted top ranking in infant mortality and abortions across the EU. In 2018, Philips Avent, market leader in products for baby and toddlers, needed to tap into new opportunities to secure its decade-long leadership and further increase its share on a shrinking market. Graffiti PR created a brand campaign that regained followers, advocates and consumers by confronting Romanians’ cultural stereotypes regarding parenting.
The case study of Raiffeisen Bank’s “Together for 20 years” campaign – PR Awards Gold winner in 2017, for the “internal communication” category – is a detailed description of a complex and integrated internal communication campaign, that offers a valuable resource of know-how to all those interested, communication professionals as well as academia.
Designed as a flexible, integrated communication campaign, “I Vote for Health” used a diversified mix of communication to bring to the public attention both rational and emotional arguments, reflecting the vital need for rehabilitation of the Romanian healthcare system, marked by numerous shortcomings with a major impact on the population.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
How do you stand out as a new player on a market that is already over-saturated? Especially if you have a history as a brand who left the same market a few years ago? How do you create a memorable experience with your new entrance, and convince people that your brand is worth the effort? You do what other brands do not do. You create content for those who are happy you’re here, not for yourself. You adapt to their needs and desires. By speaking their language and putting consumers first, what might have been just another brand launch managed to reach over 19M people, got over 200k online interactions, and gathered thousands of people in line at the Burger King restaurant every day, for more than a week after the opening. Here is how we managed to have a memorable launch and hit a sales record on the first day after the opening.
In Romania there are a lot of disabled people that cannot use their hands. We do not have any statistics on this specific disability, but, for example, there are more than 30.000 wheelchair users at this moment and part of them cannot use their hands either.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
How do you transform something you cannot see, hardly understand even by specialists, in a relevant communication topic for your brand? Even more, follow-up on a successful campaign, which clearly showed what technology could do in a surgery room? You go further and experience some more with technology. More precisely, create the most detailed 3D model of a heart from Romania, then a human size reproduction of a heart intervention by using an advanced automatic virtual environment system, and get the most detailed & fully digital representation of how a heart intervention is actually done.
How do you transform something you cannot see, hardly understand even by specialists, in a relevant communication topic for your brand? Even more, follow-up on a successful campaign, which clearly showed what technology could do in a surgery room? You go further and experience some more with technology. More precisely, create the most detailed 3D model of a heart from Romania, then a human size reproduction of a heart intervention by using an advanced automatic virtual environment system, and get the most detailed & fully digital representation of how a heart intervention is actually done.
How do you transform something you cannot see, hardly understand even by specialists, in a relevant communication topic for your brand? Even more, follow-up on a successful campaign, which clearly showed what technology could do in a surgery room? You go further and experience some more with technology. More precisely, create the most detailed 3D model of a heart from Romania, then a human size reproduction of a heart intervention by using an advanced automatic virtual environment system, and get the most detailed & fully digital representation of how a heart intervention is actually done.
The small publisher PressOne wanted to reach a much larger audience while changing Romanian society for the better and to influence the Romanian society mentality.
Self-diagnose often leads to self-medication, perpetuating a self-destructive behavior, so we wanted to educate and encourage a preventive health behavior by launching a challenge, with only one possible answer: a doctor’s education and experience cannot, under no circumstance, be replaced by online search.
Self-diagnose often leads to self-medication, perpetuating a self-destructive behavior, so we wanted to educate and encourage a preventive health behavior by launching a challenge, with only one possible answer: a doctor’s education and experience cannot, under no circumstance, be replaced by online search.
In 2017, Raiffeisen Bank conducted an „inside out” research process to identify its strengths and weekness’, seeking to uncover existing truths about the bank which could be amplified. Most of the employees and its clients perceived the bank as an organization where `you do things properly`. Following these findings, Raiffeisen Bank decided to shift its brand signature from „We Succeed Together” to „Proper Banking” and to launch a national debate about responsibility: of individuals, of brands and, ultimately, of society as a whole.
In 2017, Rompetrol has been faced with a series of negative articles that had no connection whatsoever with the company`s current activities. Old case files from the time of the previous owner, Dinu Patriciu, as well as two asset seizure actions, affected the image of the company. Most articles were published without the company`s position on the matter, and positive articles had low visibility.
Romania is facing a social crisis, with steadily decreasing natality, demographic decline, and an unwanted top ranking in infant mortality and abortions across the EU. In 2018, Philips Avent, market leader in products for baby and toddlers, needed to tap into new opportunities to secure its decade-long leadership and further increase its share on a shrinking market. Graffiti PR created a brand campaign that regained followers, advocates and consumers by confronting Romanians’ cultural stereotypes regarding parenting.
In 2017, Ciuc decided to strengthen its premium positioning on the market through an innovative communication campaign, the New World (Lumea Noua).
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
In just five years, Lidl Romania expanded with more than 200 stores and four logistical centers. Since we are constantly developing, we needed to build customer loyalty and boost the engagement level among our main clients – Lidl employees. The transformation of brand communication by shifting focus towards the emotional aspect (You deserve to be surprised!) was an opportunity to change the tone-of-voice internally, and to launch an utterly unexpected campaign.
Personal cars in Romania represent over 80% of passenger traffic and electric vehicles are still less than 1% of the total number of cars in Bucharest – there are still important limitations when it comes to the high costs of these cars as well as the fast charging infrastructure available – as a result, extremely few people have access to such cars. We saw that as an opportunity to launch Uber Green in Romania, a fully electric ridesharing service, first as a pilot that would then be developed in partnership with authorities and carmakers. Sharing the road to a greener future.
After several years with only few communication initiatives implemented, Pantene, one of the most loved beauty brands in the world, had a single-digit market share on the local market. P&G needed to take quick action to change the situation.
In 2017, Raiffeisen Bank conducted an „inside out” research process to identify its strengths and weekness’, seeking to uncover existing truths about the bank which could be amplified. Most of the employees and its clients perceived the bank as an organization where `you do things properly`. Following these findings, Raiffeisen Bank decided to shift its brand signature from „We Succeed Together” to „Proper Banking” and to launch a national debate about responsibility: of individuals, of brands and, ultimately, of society as a whole.
For the launch of new Lenor range, Inspired by Nature, we used a mix of media event, influencer communication and consumer activations, but what we did differently was we built the entire campaign around an established fashion event. Instead of doing an owned event, we adapted Lenor to Fashion Week infrastructure which allowed us to have the same level exposure as any other runway show.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
In 2016, Chris Simion-Mercurian, one of the most appreciated Romanian theatre directors, sold her grandmother’s home to pursue the dream of building the first Romanian private theatre from the ground up, after 72 years since in 1946, the engineer Liviu Ciulei has built for his son, the director Liviu Ciulei, the Nottara Theater. Since then, no such initiative has been replicated in Romania.
UniCredit Bank continues a decade old tradition and supports the largest cultural event in Romania – The Sibiu International Theatre Festival (FITS) – a major celebration of arts: 540 events and lots of sponsors, including 5 other banks. How could UniCredit brand activation stand out?
At the end of 2017 a sequel to one of the most popular Romanian films (Moromeții – 1987) was announced to be launched in November 2018 under the title Moromeții 2 /The Moromete Family: On the Edge of Time. Screen adaptation of one of the most famous Romanian novels, the movie follows the life of Moromete family after World War II, with Romania being overpowered by Communism.
Romanians do enjoy consuming arts & culture, but they do not seek it in an active way.
In this equation, in 2018 entered ABSOLUT, the leading brand in the Imported Vodka category. This is a brand that breaths creativity, from selling it to the consumers to challenging the communication industry to prove creative skills repeatedly to live up to the Absolut brand legacy.
GDPR got almost everybody scared, as it brought up a lot of new & sensitive information that needed to be 100% in place in a clear, non-negotiable deadline: 25th OF MAY. For a company like Coca-Cola HBC Romania, with over 1600 employees around the country and multiple internal processes involving direct-work with personal data, the consequences in case of GDPR non-compliance could’ve seriously impact the overall business. So when everybody seemed to be already an expert on the subject, we’ve decided to start simple, with the basics, from the core of what represents us best: OUR PEOPLE, the gatekeepers of always doing what’s right, not necessarily what’s easier.
In March 2016, our client Mastercard challenged us to devise a communications strategy focused on supporting the implementation of a law project – dubbed by the media the “cash-back law” – that would support rapid cards acceptance infrastructure development by introducing as compulsory the acceptance of card payments at retailers with annual turnovers over EUR 10,000.
A study initiated by the National Institute for Cultural Research and Information in 2018 shows that Romanians’ participation in cultural events such as classical music is only 13% throughout the country. The remaining 87% of Romanians admit that they have never been to a classical music event.
Started in 2015, the After Us platform sits at the heart of Coca-Cola HBC’s corporate responsibility agenda and is the consumer sustainability platform of the company. After Us is the embodiment of everything we hold dear: care for the community, keeping traditions alive and our love for the environment.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
The communication campaign Future of Robots had the purpose of bringing awareness on MINDCRAFT as well as BRD`s partnership with FIRST Tech Challenge, in order to increase brand’s perception in the education area and among our target public, the youngsters.
Romania is facing a social crisis, with steadily decreasing natality, demographic decline, and an unwanted top ranking in infant mortality and abortions across the EU. In 2018, Philips Avent, market leader in products for baby and toddlers, needed to tap into new opportunities to secure its decade-long leadership and further increase its share on a shrinking market. Graffiti PR created a brand campaign that regained followers, advocates and consumers by confronting Romanians’ cultural stereotypes regarding parenting.
When we think about medical labs we cannot imagine they are the hidden heros of the medical system. It’s because they are quietly and efficiently doing their job and but nobody really talks about them or acknowledges their importance.
When we think about medical labs we cannot imagine they are the hidden heros of the medical system. It’s because they are quietly and efficiently doing their job and but nobody really talks about them or acknowledges their importance.
Personal cars in Romania represent over 80% of passenger traffic and electric vehicles are still less than 1% of the total number of cars in Bucharest – there are still important limitations when it comes to the high costs of these cars as well as the fast charging infrastructure available – as a result, extremely few people have access to such cars. We saw that as an opportunity to launch Uber Green in Romania, a fully electric ridesharing service, first as a pilot that would then be developed in partnership with authorities and carmakers. Sharing the road to a greener future.
The entire idea of the international campaign – Let’s wow – was translated and adapted locally, in order to be more relevant to the Romanian consumers and to engage a new type of target, less tackled by Lidl before: the youngsters.
On a Sunday morning, the Hollywood Multiplex (HM) cinema “woke up” in the midst of a crisis. This occurred because Raluca Zdrobiș, a single mother as well as a blogger, stated that an employee of the cinema refused to sell her the Family package of tickets and called her and her kids “not a real family”. In 24 hours, her article is the most popular in the blogosphere, with an estimated reach of 350,000 persons (including influencers), who blame the brand and demand explanations.
Romania is a patriarchal country where men are anything but encouraged to be themselves. “You’re the tough sex, don’t cry, don’t share your feelings, get a “man” job, be tough, suck it up!” is a conversation in almost every family. The campaign idea: challenge these stereotypes and inspire Romanian men to be themselves through relatable stories.
In 2019, AVON wanted to launch its biggest campaign of the year: Looks like freedom – an international platform with a speech about importance of authenticity, redefining the concept of beauty and breaking beauty standards.
Looks like freedom platform showed a whole new point of view on beauty for AVON: we wanted to be known as the aspirational attainable beauty brand for all.
NIVEA MEN, Romanian market leaders on most male care categories, were launching a brand-new product in late 2017: the first NIVEA MEN beard oil.
According to studies, most women find men’s facial hair attractive and feel it projects a masculine vibe. Men with beards are perceived to be more confident, generous and sincere. The beard trend seemed to be here to stay – so instead of convincing men to shave, NIVEA MEN came with an alternative.
A study initiated by the National Institute for Cultural Research and Information in 2018 shows that Romanians’ participation in cultural events such as classical music is only 13% throughout the country. The remaining 87% of Romanians admit that they have never been to a classical music event.
A study initiated by the National Institute for Cultural Research and Information in 2018 shows that Romanians’ participation in cultural events such as classical music is only 13% throughout the country. The remaining 87% of Romanians admit that they have never been to a classical music event.
A study initiated by the National Institute for Cultural Research and Information in 2018 shows that Romanians’ participation in cultural events such as classical music is only 13% throughout the country. The remaining 87% of Romanians admit that they have never been to a classical music event.
The cultural context for women is one of struggle, being surrounded by a lot of pressure. They are preached to with messages disguised as help – “lean forward”, “you can have it all”, “focus on one thing.” But these messages don’t empower women – they generalize what a woman should aspire to, thereby denying her the power to decide for herself.
H&M, the fashion democratizer brand present in Romania since 2011, has always been a benchmark of style in matters of communication also. With top entertainment global partnerships and campaign, H&M never actually developed a local comms campaign for the launch of a new collection in Romania. Until this summer. Our brief? Develop the first local campaign for the launch of the H&M summer collection. Our challenge? Make it BIG, whilst keeping it all online.
By creating a game of perspectives with “The Imaginary Detector” we showed how theatre can be a training tool for people who want to perceive the world with all its nuances and subtleties, people who want to understand life with all its intricacies.
In 2015, ING was searching for a solution to help the industry grow sustainably, to support local businesses in the early stages of their development. They approached Impact Hub Bucharest – an organization deeply rooted in the entrepreneurial ecosystem – to help transform this idea into reality.
As part of their global vision, JYSK is the proud sponsor of the National Paralympics Committee. The agencies job was to promote this sponsorship in a creative and relevant manner.
Group Renault redesigned in 2017 the principles that stand at the core of the organization. In the same time, the new Dacia Duster was being launched and needed to be communicated in a balanced integration with the new corporate principles.
This context gave us the opportunity to reshape a classic internal event and turn it into an integrated communication tool that accessed Groupe Renault Romania people in the fastest possible way.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
In 2018, domestic consumers disposed of 1800 cubic meters of non-permitted waste in the sewage system.
Apa Nova took the responsibility to educate consumers into responsible sewage use.
The campaign launched in June 2019 with a series of three TVCs centered around three types of waste which are frequently thrown in the sewer: hair, oil and condoms.
TASK/OPPORTUNITY & PLANNING
It was the beginning of 2017. We were all happy, proud, and excited to start talking about the important news that surrounded REWE Romania. But, before doing so, we had to be well-prepared. Our responsibility was huge: we were the first retailer in Romania receiving the certification ISO 50001. So, we needed a detailed plan that would include all our stakeholders.
Young people are the faces of the future, but communicating with a young audience is never easy – especially when it’s summer and the only thing that’s on their minds is having fun. So we needed to speak their language, use their tools, get their heroes on board and, most importantly, take the battle on their turf. While some considered their age an issue when it comes to taking responsibility, we actually saw it as a great opportunity to grow their genuine activist mindset towards greater common causes, like the care for communities or for the environment.
Started in 2015, the After Us platform sits at the heart of Coca-Cola HBC’s corporate responsibility agenda and is the consumer sustainability platform of the company. After Us is the embodiment of everything we hold dear: care for the community, keeping traditions alive and our love for the environment.
In a Relationship is part of Campania Respectului (Speak out against Domestic Violence), a project created along with Friends for Friends Foundation and dedicated to Romanian young adults, that puts the light on a delicate and sensitive aspect of high school life: the first love relations- what makes them work and what destroys them.
NGO Act for Tomorrow is constantly preoccupied to promote social responsibility and educate people on bettering their life quality in a way that preserves resources. A 2019 study on consumer behavior showed that we frequently wear on average only 20 of our clothes. Sounds wasteful, right? At the same time, textile waste is the 2nd biggest pollution source on the planet, while in Romania textile recycling infrastructure is a highly debated topic in the Chamber of Commerce and Industry.
Two years ago, OMV Petrom looked for a solution to address a three-fold issue: on one hand, the company had an ageing workforce, with lack of skilled craftsmen affecting long term performance. On the other hand, with operations in 300+ communities, the company needed to create job alternatives to prevent mono-industrialism.
On the night of September 4, 2017 Romania was losing against Montenegro and missed the qualification to the 2018 World Cup. Yet another failure, as the last time we qualified for a World Cup was with Hagi leading the way for us at the 1998 (!) Coupe du Monde in France.
So, Gillette decided to team up with the Romanian Football Federation not as a sponsor of the National Team, but more as a supporter of the future of football in Romania.
The long terms efforts of Avon in the fight against breast cancer seemed to lag behind this harsh reality. We needed a new, braver approach, it was high time the discussion about breast cancer was both friendlier and firmer.
The national imprint was more than a brand statement, it was a manifest for promoting family values, bringing people together and making them feel empowered when they are next to their dear ones. Who would have thought that family meals have real, tangible effects on children and adults personal development, that its benefits are more than reuniting with our family, or who was curious enough to rediscover traditions and understand the history of family meals, so that could create so many wonderful opportunities in the future?
