ATL campaigns
Client: Virgin Radio Romania (Lagardère Group)
Campaign: Launch
Worked @ Rusu+Borțun
Virgin Radio was ready to launch for a young generation, who feels more connected to its global roots, rather than to its Romanian origins.
We had to talk to this group of people who no longer define themselves through the old-school way of doing things Romanian style, but perceive themselves as part of a global, universal, open hub of creativity, ideas, trends, entertainment, music. They identify as citizens of the world.
Idea
Virgin Radio synchronizes you with the world.
What we did
We created a campaign which relies on two key visuals, used in several mediums from OOH to digital, which showed cool elements from abroad entering the Romanian landscape.
The copy is short, implicit and retains the global aspect by using English. Worry not: the global coolness arrived. It’s here!
Client: Gala Societății Civile
Campaign: the 2016 edition of the event
Illustrations by: Evelin Bundur
Worked @ Rusu+Borțun
In 2016, the GSC foundation needed to communicate that the efforts of the people involved in the Gala are long-lasting, and aren’t summed up by one sole night, namely the yearly competition. The organizers, the volunteers, and the people involved in the projects promoted by GSC work relentlessly day and night in order to support the good things that happen in Romania.
The insight
The efforts of GSC towards a better future of the Romanian civil society are 365 days/year, 7 days/week. The competition and the awarding gala are just the pinnacle of these efforts.
The concept
The good in Romania is being built each and every day. And is awarded on one night only. / Binele din România se construiește în fiecare zi. Și se premiază într-o singură seară.
The key-visual is a reinterpretation of GSC’s logo. Here, the man is not only going up the stairs, but is also preparing his next step, by placing yet another block. This reinstates that his strive for doing good never actually stops, but also that the view is even better from higher up.
The aesthetics reminds of the Italian futurism genre, with a bright color scheme, suggesting the optimism with which we like to envision the future of good in Romania.
The invitation for the actual Gala only reinstated this continuous process, as we decided to use the sketch of the main key visual as a support.
Client: UPC Romania
Campaign: Unexpected fans
Worked @ Rusu+Borțun
Context
In the EURO 2016 frenzy, many brands wanted to show their support for the football event of the year so the country became plastered with similar-looking visuals, depicting football fans wearing the Romanian National team gear.
The telecom brand UPC România wanted to show its support for the Romanian National Football team and it was clear from the very beginning that it needed to do so by distinguishing itself visually.
What we did
As it was the first time in a long while when the Romanian football team had qualified to play in the EURO Championship, and football is the undisputed king of sports on a national level, the expectancy of watching the Romanian team play was pretty high up. What is more, this large-scale event makes everyone want to be part of the experience, even if football isn’t exactly their cup of tea.
And this his how the Unexpected fans creative direction was born. We decided to show supporters one wouldn’t usually associate with football, jumping on the EURO 2016 bandwagon and decorating elements of their lives with the Romanian flag, as a symbol of cheering for the national football team.
TVC
Key visuals
As for the prints, we wanted to instill the football fever into viewers through visuals that would make them decorate their surroundings similarly, with the red, yellow, and blue colours.
Client: Mega Mall (NEPI)
Campaign: Primești ca să dăruiești Winter 2015
Context
This Christmas, Mega Mall wanted to remind people living in Bucharest that the best feeling one can experience is through gift-giving. The joy of bringing a grin on someone dear’s face in incomparable.
What we did
Based on this thought, we created the Christmas campaign Accept a gift you can give further (Primești ca să dăruiești). The idea behind it? People doing their Christmas shopping in Mega Mall received an added perk; a gift from Mega Mall they could further send to someone close to their hearts. Through a partnership with UBER, the ride for the lucky person who received the gift was free on behalf of the jolly Christmas spirit.