Bronze Winner

Integrated Campaign

Entrant: McCann Erickson, Bucharest

"Romanians are Smart"

Agency Producers: Alexandru Platon/Adrian Radu Art Director: Arpad Rezi Copywriter: Sebastian Olar Group Creative Directors: Catalin Dobre/Dinu Panescu Chief Creative Officer: Adrian Botan Agency: BV McCann Erickson, Bucharest Agency Account Director: Raluca Voinea Client Account Director: Gabriela Munteanu Corporate Name of Client: Kandia Dulce
Description of the Project

Since its 1964 launch, ROM chocolate has been a symbol of Romanian pride. With the 2010 American Rom campaign, the brand strengthened this position. But, after one year off-air, ROM’s market share and brand indicators were going down. The brand needed a turnaround, all within a very small budget.

The brief was to create a campaign that would have ROM rekindle people’s national pride for December 1st - Romania’s National Day - a date that meant little but another day off to our 25-35 year-old core target. Our solution was rooted in a stunning discovery... if one googled: ‘Romanians are’ in various languages the suggested search predictions were all derogatory. In addition French and Italian media had just launched backlash campaigns against Romanian immigrants. We set out to change Romanians’ image on Google – the perfect means for ROM to reach its communication objectives and re-awaken national pride.

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