SOCIAL ME is an online series about a Romanian character inspired by the authentic online behaviors we all have in common: staging perfect moments, filters over filters, carefully-scripted captions and the addiction to the instant gratification that the flood of “likes” provides. The series follows a fictional influencer and her struggles to reach the daily quota of posts and likes. To achieve these goals, she looks at the people in her life purely as a source of content. Her boyfriend = a human selfie stick; her childhood friend = a pretext for an emotional caption; her dog = the best like magnet she could ever find.

Transhumance is the seasonal movement where shepherds transfer their livestock from the highest mountains to plaines. During their 30 days trip, shepherds walk hundreds of kilometers by foot. It’s an Eastern European tradition that dates back thousands of years, and even though it’s happening less and less all around the world, one Romanian shepherd still makes the journey twice every year. Ghiță, the social shepherd who decided to challenge the world by inviting everyone to join him during the transhumance journey. Digital advertisement created by McCann, Romania for Vodafone, within the category: Electronics, Technology.

Direct advertisement created by Mercury 360, Romania for Romanian Police, within the category: Public Interest, NGO.

Film advertisement created by Handsome, Romania for Hartl Connect, within the category: Transport.

Digital advertisement created by McCann, Romania for ROM, within the category: Confectionery, Snacks.

Film advertisement created by Propaganda, Romania for Mototol, within the category: House, Garden.

Experiential advertisement created by Handsome, Romania for Vienna Ice Coffee, within the category: Non-Alcoholic Drinks.

Renault România created Doodle Mats, the first kids’ rugs customized with real maps, that help them learn where to safely cross the street. The project was developed by Publicis Romania and came to life thanks to the auto maker’s constant interest in pedestrian safety, especially that of the most vulnerable ones: kids. Most accidents involving child pedestrians take place close to their homes, when kids are unattended, so the first thing they need to know is where the safe crossings are in their own neighbourhood. But because road safety is a boring, adult topic, a fun approach was needed to appeal to kids. That’s how the agency turned to the popular road rugs, found in kids’ rooms all around the world. Direct advertisement created by Publicis, Romania for Renault, within the category: Automotive.

A live video feed from a bbq 24 hours a day. Every now and then the grill gets filled with steaks and meat products. The rules are simple - be the first to grab a steak from the grill - and it's yours! The exact product you tagged yourself on gets packed and sent to your house in 45 minutes. Ambient advertisement created by MRM, Romania for Lidl, within the category: Retail Services.

Film advertisement created by Saatchi & Saatchi, Romania for United Way, within the category: Public Interest, NGO.

URL: http://www.romaniansaresmart.com/ If you search the internet with the phrase “Romanians are”, the suggestions automatically generated by Google are extremely negative for Romanians: “Romanians are rude”, “Romanians are thieves” etc. We decided to change this until December 1st, when it’s actually Romania’s national Day. This can be changed if we have as many people as possible – from Romania and abroad – searching the internet for “ Romanians are smart” or “Romanians are beautiful” or other such positive phrases. Digital advertisement created by McCann, Romania for ROM, within the category: Confectionery, Snacks.

Studies show that every year, in Romania, 2/3 of underprivileged children interrupt school by the end of 8th grade, because they are put to work. Having the mission to help underprivileged children to continue their education, the non-profit international organization United Way asked Rusu+Bortun to create a PSA, in order to raise awareness about this problem. Coming from the insight that children who interrupt school have a much lower chance to recover and build a career, we came up with this idea idea: To interrupt school is to interrupt a career. Every child is a potential adult with a successful career. But children who drop out of school, even just for a while, will never fullfill their potential. To show the consequences of interrupting education, we took this idea into the future by applying it to adult careers. Film advertisement created by Rusu+Bortun, Romania for United Way, within the category: Public Interest, NGO.

Following negative global media coverage about Romanians in recent years (which, on a long term, is affecting investments, tourism and work force) an unbiased voice was needed to speak for them and show the world the true colors of Romania. ROM chocolate - a traditional chocolate bar wrapped in the national flag - and McCann Worldgroup Romania, launched ROMBOT: the first artificial intelligence ambassador of a country. ROMBOT is a learning machine that is currently learning from fellow Romanians what makes this country great and worth visiting.Romanians were invited to visit https://rombot.ro and start chatting live with the ROMBOT, who will be asking hundreds of questions about the Romanian way of life: „What do you eat?”; „What music do you listen to?”; „What sports do you prefer”; „What is the most beautiful place in your country?”. Digital advertisement created by McCann, Romania for ROM, within the category: Confectionery, Snacks.

Ambient advertisement created by MSPS, Romania for Piraeus Bank, within the category: Finance.

A short “How to” guide in case of an unfortunate accident. Film advertisement created by Frank, Romania for Asirom, within the category: Finance.

Audio advertisement created by McCann, Romania for Virgin Radio, within the category: Media.

Ambient advertisement created by McCann, Romania for Untold, within the category: Recreation, Leisure.

Film advertisement created by Saatchi & Saatchi, Romania for United Way, within the category: Public Interest, NGO.

Digital advertisement created by Publicis, Romania for ACR, within the category: Automotive.

Summer can be a nightmare for teens in the city, watching their Facebook feed getting filled with happy vacation photos posted by their friends. To release that tension KFC is launching the Fakation concept – allowing everyone to take a fake vacation while staying at the city center. During the campaign, KFC branches would turn into resorts, tray liners and floor stickers in the restaurants would allow teens to troll their friends by faking a vacation photo using their regular mobile phone camera, and a website will show tips and tricks how to create the perfect vacation visuals – without getting there for real. Ambient advertisement created by McCann, Romania for KFC, within the category: Food.