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.

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

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

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.

In Romania, The Long Night of Museums can seem really long because of endless lines, crowds and fatigue. How could Samsung, the supporter of #DoWhatYouCant, improve this experience? We created a new standard for art enthusiasts: Samsung Art Portals. We took over various galleries across town and set up connecting portals. Characters from paintings came to life and held Galaxy S10 phones that connected the galleries, allowing visitors to see the exhibits through each other’s eyes. Whenever someone used the portal in a museum, they became a remote museum guide allowing the other person to see a live stream remotely as accurately as if they were present where it is recorded. The experience was enabled by the Galaxy S10’s revolutionary camera that tweaks display settings in real time. Experiential advertisement created by Cheil, Romania for Samsung, within the category: Electronics, Technology.

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

Ambient advertisement created by Publicis, Romania for Renault, within the category: Automotive.

Ambient advertisement created by Heraldist & Wondermarks, Romania for The National Romanian Opera, within the category: Recreation, Leisure.

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

Digital advertisement created by McCann, Romania for Unicredit, within the category: Finance.

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

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

Ambient advertisement created by JWT, Romania for Aqua Carpatica, within the category: Non-Alcoholic Drinks.

Digital advertisement created by MSPS, Romania for Piraeus 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.

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

Four days before Christmas we had no idea for a greeting card. So we decided to convince 60 people to sing "Jingle Bells" with us. Film advertisement created by Mots, Romania for Mots, within the category: Agency Self-Promo.

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.

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.