BEKO
BEKO REAL POTIONS
We partnered with League of Legends with a clear goal in mind: get gamers to live a healthier life. To convince them we made the potions that they drink in-game a reality.
BEKO HYGIENE SHIELD
Beko’s new range promised to eliminate 99% of bacteria and viruses. We drew a parallel to nature’s power to purify, harnessed the appliances that we use each day.
PEPSI
50 YEARS OF FREE SPIRIT
As one of the few western brands allowed in communist Romania, Pepsi was associated with freedom and rebellion. We celebrated that feeling by saluting half a century of enjoying life as one wants, not as dictated.
This was accompanied by a special activation where Romania’s most rebellious band started a concert in a club - and dared the audience to follow them to the seaside, on the beach they were named after, right there and then. Lo and behold, there was a full bus worth of free spirits that night.
Silver Effie winner
KFC
SUMMER FOMO
We covet what we see every day - and during summer, that’s mostly someone else’s vacation, so much so that we don’t get to enjoy anything that we do. So KFC told everyone to be real and enjoy what you have. Because someone, somewhere, wants it.
CAPPY
GOOD THINGS ARE SIMPLE
Cappy’s new lemonades had no fancy ingredients, no complicated recipe, no secret formula - just a good, honest lemonade. That led to a campaign with a very simple message - don’t overcomplicate a good thing.
URSUS BEER
RETRO
Ursus Breweries launched a beer that was all out 90s - from packaging to taste to the quick expiration date. This is the TVC that accompanied it.
Silver Effie Winner.
URSUS BEER - TALL TALES
Some brand offer T-shirts as the prize that no one cares about. We transformed each summer NCP into an an adventure. Unsurprisingly, for three consecutive years it was the most popular summer promo in Romania.
URSUS BEER - MEET THE INSEPARABLES
The launch TVC for Ursus beer’s new platform - a gang of friends that do everything together and wouldn’t leave each other when the going gets tough.
WWF - The BIG TURN OFF
For Earth Hour we wanted to give people a new reason to turn off the lights. Namely a story that you don’t want to read. Ever.
Golder Hammer Gold & Grand Prix winner.
VODAFONE
HIT PLAY
When the pandemic hit the artists were hit the hardest. No stage, no audience, no shows. For the aspiring ones it was even harder. So we stepped in with a new talent show format, fully online based. Retrospective below and all the episodes on the website link:
VODAFONE - SUPER NET
Our internet was certified to be the most stable & best preforming in Romania. Some brand would get an influencer to talk about it. We used an entire family. Three singer sisters, two actor boyfriends, gamer cousins, TikTok wannabe stars - all under one roof and powered by one modem. And all of them annoy auntie, who just wants everyone to leave that bloody internet be and come to dinner.
CORSO ICE CREAM
A BIT (MORE) CRAZY
We think that ice cream needs to reason, explanation or logic. It’s the kind of treat that makes you fool around and be silly in an unrepentant way. We paid tribute to that feeling with a series of ads.
GAUDEAMUS BOOK FAIR
WHAT READERS SEE
Readers are a breed apart that never lacks for entertainment. Even the most common, banal scene triggers a connection to a favorite book or quote. It was my privilege to use this insight in a print series for Gaudeamus, Romania’s biggest book fair.
