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

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

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.

Integrated advertisement created by McCann, Romania for Bihor Couture, within the category: Fashion.

In order to draw attention to the large deforestations of fir trees around Christmas, a renowned Romanian Choir interpreted a modified version of "Oh, Christmas Tree". The famous carol was rewritten in tone with the reality of cut-down forests in Romania and was interpreted during their Extraordinary Carol Concerts, inside a full-house Romanian Athenaeum. Content advertisement created by Friends, Romania for Fundația Conservation Carpathia, within the category: Public Interest, NGO.

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

Digital advertisement created by Interactions, Romania for Seat, within the category: Automotive.

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

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.

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.

A bridal campaign for the 2019 collection. Film advertisement created by StaySharp.film, Romania for Otilia Brailoiu, within the category: Fashion.

It’s a world of multitasking and efficiency and we’re delighted to be connected 24/7 and load our time with as many activities as possible. But is it possible that we forgot the one and most important connection of all? Awake is the kind of festival that wants to disconnect people from multitasking and let them reconnect with themselves through cultural activities, such as forest library, cinema under the bridge, of course, live concerts, arts and many others. As the official sponsor of Awake festival, Grolsch wanted to illustrate how important it is to press pause from time to time and, ultimately, reconnect with ourselves. Grolch invited people to Awake festival in an unconventional way: through a neuroscience & art Experiment which read people's brain waves in real time (using neuro headsets) & translates them into visual art. The Grolsch Awake Experiment repurposed the latest technology to show how beautifully the human brain works when we remove all distractions and focus only on one thing: the music. Experiential advertisement created by Kubis Interactive, Romania for Grolsch, within the category: Alcoholic Drinks.

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

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

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

Black suit, gloves, oversized sunglasses. Does this outfit ring any bell? In the world of fashion, the most popular icons deliberately choose to wear the same clothes everyday and make it a personal trademark. How important is it to get out of your comfort zone and try new styles, then? To find out the answer, Baneasa Shopping City and Geometry Global Bucharest launched "The fashion experiment”. 2 characters, 30 days, more than 80 different outfits and 742 photos in order to build parallel Instagram accounts. Same characters, same locations, but different outfits, in order to answer the same old question: shall you keep a constant style or try something new every day? For a month, people decided what they like more, without knowing they are involved in a fashion experiment that will make the headlines for the brand's ATL Winter Sales campaign. The results? People who experiment with more outfits have twice the number of followers on Instagram and 55% more likes than those who display a constant fashion style. Experiential advertisement created by Geometry Global, Romania for Baneasa Shopping City, within the category: Retail Services.

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

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

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.

How a tv ad turned into a live conversation platform in the #letseattogether integrated campaign. Ambient advertisement created by McCann, Romania for Coca-Cola, within the category: Non-Alcoholic Drinks.