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.

The existence of filter bubbles and echo chambers on social media platforms presents a wide variety of challenges to brands and people interested in reaching a wide audience across political allegiances and cultural divisions. The nature of the web is to reinforce what we already know and like. Algorithms are designed to show us content that aligns with our own predispositions, and people’s historical behavior online tends to prevent them from seeing or accessing material from opposing viewpoints and perspectives. This leads to customized internet experiences for everyone that rarely stray into the unexpected. Telekom Romania wanted to turn this tendency on its head. As a brand built on sharing content, it worked with Leo Burnett Bucharest to devise an attention-getting stunt that would open up young people’s eyes to communities and perspectives far from their ordinary inclinations. The brand launched Vloggers’ Swap. Vloggers’ Swap was built on a deep analysis of the data of different Vlog channels on Youtube. LB/Bucharest identified Vlog channels whose audiences did not overlap at all. These groups of young viewers had very little in common, and their viewing habits led them to inhabit very rigid filter bubbles. For one day, Telekom Romania initiated a “swap” of these Vlogs with their polar opposite vlogger, helping to introduce each specific audience to a perspective and vlogger far out of their normal comfort zone. This stunt drew massive interest in Romania, and helped Vlog channels to broaden their appeal to audiences they normally wouldn’t reach. Launched to coincide with Telekom Romania’s offer of unlimited video, this work serves up a fantastic example of how brands are helping people to build wider audiences in spite of the algorithms that would limit their reach and appeal. By helping millennials to broaden their viewing diet, Telekom Romania is cultivating a younger audience of viewers who cannot be restricted by the constraints of filter bubbles or echo chambers. As Telekom Romania has championed for years, “life is for sharing.” Digital advertisement created by Leo Burnett, Romania for Telekom Romania, within the category: Electronics, Technology.

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

Film advertisement created by Handsome, Romania for Shell, within the category: Industrial, Agriculture.

Film advertisement created by Publicis, Romania for Sanofi, within the category: Pharmaceutical.

Film advertisement created by Ogilvy, Romania for Anim'est, within the category: Recreation, Leisure.

Christmas is about magic and larger-than-life stories. In this case a weird story serves as a white lie on christmas eve. A lumberjack who lives in the misty mountains takes center stage in a father’s phantasy. Alone with nature he grows his own kind of trees. In his tree nursery the trees are all slanted. Even his small hut is full of objects and furniture which is bent in the same way. Nevertheless his son hesitates to buy into the story his dad came up with. It rather seems to be a nice white lie to excuse his failure. Film advertisement created by Publicis, Romania for Carrefour, within the categories: Food, Retail Services.

On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision lead to Romania’s greatest post communism protest. Primus, a small brand of construction materials, focused on responsible honest handymen, wanted to show support for a protest that fights dishonest decisions. The brand made a public commitment to solve the heart of the issue: if the government repeals the ordinance in due time, Primus will donate renovation materials for fixing up Romanian prisons. Each day the government postponed the decision, the brand would help renovate less prisons. Thus, 18 prisons are today renovated with Primus adhesives, grout and concrete screed. Integrated advertisement created by Rusu+Bortun, Romania for Primus, within the category: House, Garden.

Film advertisement created by Cheil, Romania for First Bank, within the category: Finance.

This is the first official GIO Studio jewelry collection video, Aggression. Digital advertisement created by Mots, Romania for GIO Studio, within the category: Personal Accessories.

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

Film advertisement created by Handsome, Romania for Siviero Maria, within the category: Confectionery, Snacks.

In Romania, a Hunting Law allowing, among others, the slaughter of song birds, was close to silently pass through. Many foreign hunters would come to Romania to shoot larks and sell them to European restaurants. Lark tongues are a 5 star dish. The lark is a symbol of Romanian music, many of our composers being inspired by this small, yet fascinating bird. People were not aware of these changes, so we wanted to create a public debate around the subject. The campaign generated huge PR and free media. Artists joined our campaign and donated parts of their songs for the cause. Digital advertisement created by Jazz, Romania for Salveaza Ciocarlia, within the category: Public Interest, NGO.

Digital advertisement created by Centrade Cheil, Romania for Samsung, within the category: Electronics, Technology.

Film advertisement created by GMP, Romania for TVR, within the category: Media.

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.

Film advertisement created by Ogilvy, Romania for Anim'est, within the category: Recreation, Leisure.

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.

Without a law regulating headphone use in Romania, traffic accidents related to headphone use have tripled in the last 6 years. Radio 21, Romanian hit radio station, changed its content to promote a new behavior: use just one headphone so you can hear the traffic around you. Working with famous Romanian artist Claudia Pavel, the radio station launched the Go Mono Anthem, the first song that has different genres in each headphone: rock if you use the left headphone and acoustic if you listen to it in the right headphone. Audio advertisement created by McCann, Romania for Radio 21, within the category: Media.

Best served hot! Tasty Colors, the first painting set made entirely out of vegetables, is finally here! The first step into a kindergarten program aiming at making kids friends with veggies through play meant months of research, formula tests and a multidisciplinary team of chemists, producers and designers, all for a yummy reason to turn lunchtime into playtime. 100% Bonduelle vegetables, 110% teamwork. FCB Bucharest for Louis Bonduelle Foundation. Experiential advertisement created by FCB, Romania for Louis Bonduelle Foundation, within the category: Public Interest, NGO.