2011 Results

URL: http://thepixelco.com/rom/

Agency (city): BV Mccann Erickson Bucharest

Creative Director(s): Adrian Botan, Catalin Dobre, Dinu Panescu

Copywriter(s): Florin Florea

Art Director(s): Ionut Cojocaru; Andra Badea

Photographer(s): -

Production Company (& City): Multimedia Est, Bucharest

Film Director(s): Radu Munteanu

Agency Producer(s): -

Illustrator(s): -

Graphic Design: -

Programmer(s): -

strategic planner: Ileana Serban Parau

senior account: Ruxandra Savulescu, Lavinia Vaduva

Av producer: IIinca Nanoveanu, Tiberiu Munteanu

media director(s): Alina carasol,Victor Croitoru, Monica Stoica

Short explanation

We challenged the young Romanians patriotic Ego. We replaced the Romanian flag on the package with the American one, announced the change in media (TV and OOH) and prepared for people’s reaction to it.
Young Romanians have become cynical about their future in Romania. We knew that they are inclined to negative considerations about themselves; when talking about their nation, negatives come up first. But we what we discovered is that positive aspects suddenly appear when comparing to (some) other countries or when challenged by a foreigner. We called this syndrome reactive patriotism and built our campaign on it.

Description

ROM (as in ROMania) was a traditional chocolate bar bearing the Romanian flag on it. Its heritage and nationalistic brand associations were a disadvantage in face of strong competition from cool brands like Snickers and Mars, more relevant to a young target driven reluctant to patriotic feelings by the economical downturn, bad politics and lack of opportunities. We needed to set ROM as Romanian national icon once and for all and to rejuvenate its target.