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

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.

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

Ambient advertisement created by McCann, Romania for Renaestara Romania, within the category: Public Interest, NGO.

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

Epic Society is about friends, music and beautiful memories. It’s the place where each and every person lives unforgettable feelings for a few hours. Those who come to this club are fun, smart and joyful and believe that it’s better to live than just to exist. Digital advertisement created by Mots, Romania for Epic Society, within the category: Recreation, Leisure.

Experiential advertisement created by Handsome, Romania for Vox Technology Park, within the category: Professional Services.

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

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

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

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

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.

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

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

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

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.

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

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

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