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Together All Over The World

Kandia Dulce

Issue 55 | June 2020

Agency

McCann Worldgroup Romania

Creative Team

CCO Catalin Dobre Creative Director Ioana Zamfir Content Director Ion Cojocaru Group Creative Directors Laura Belc, Adina Stanescu Art Directors Ionut Raicu, Laura Catea Copywriters Madalina Pop, Cosmin Voicu

Date

April 2020

Background

More than two million Romanians work abroad in countries like Italy, Spain and the UK. They usually return home for Orthodox Easter celebrations (this year happening on April 20th), but the strong recommendation of the government was for them to not travel in order to stay safe and protect their loved ones at home. Millions of Romanians were going to have to celebrate alone.

Idea

ROM is famous for being wrapped in the colours of the national flag. But during the lockdown, Romanians could go to an online platform where they could change the flag on the pack to the flag of the country in which a loved one or a friend was living. They could create a message for those people forced by circumstance to be alone and encourage them to stay positive by saying all of Romania thanks them.

These messages were online greetings cards, which could be shared in social media.

Results

Not Yet Available

Our Thoughts

Quite a lot of chocolate brands putting their hands up in corona-time. Milka (page 27), Elite Confectionery (page 39). Well, why shouldn’t people want to indulge themselves a little in dark times? Branding is nothing more and nothing less than the art of giving an inanimate object human characteristics. This idea makes ROM come across as sympathetic and pleasant. Not bad characteristics to acquire at any time.

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