Campaign name: ROM ANTHEM
Registrant: McCann Worldgroup Romania
Brand name: ROM AUTENTIC
Client account director manager: Ionela Buta
Art Director: Lia Bira, Arpad Rezi, Bogdan Teodorescu
Executive Creative Director: Catalin Dobre
Creative director: Ioana Filip
Account Director / Manager: Andreea Sofrone, Laura Costachescu
Media director manager: Alina Carasol
PR director: Madalina Hrituleac
Strategic planner strategist: Diana Ceausu
Copywriter: Alexandru Vasile, Adrian Constantin
Creative idea explanation: The national anthem is the ultimate proof of appreciation for your country. Unfortunately, most Romanians don’t know the lyrics. On national anthem day, ROM, the chocolate bar with the national flag on it, decided to step in. Instead of putting pressure on people, we provoked them by creating tutorials with the best teachers we could find: foreigners living in Romania.Some people felt offended, which is exactly what we needed to ignite a social media conversation. Sharable content fueled the debate, while online tests monitored progress. The best comments were reworded with memorabilia.