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.
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.
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.