Dacia: The Alternative Manual [image]

Credits & Description:

Campaign name: Dacia, The Alternative Manual
Registrant: Publicis Romania
Brand name: Dacia
Art Director: Adrian Iota
Executive Creative Director: Jorg Riommi
Creative director: Dan Frinculescu
Account Director / Manager: Clarisa Rosu, Gabriel Macovei
Strategic planner strategist: Eleodor Ghenoiu
Copywriter: Mihai Costache
Other credits: Catalin Albu - Client Service Director
Creative idea explanation: Dacia publishes a book that almost nobody ever reads. The car owner’s manual, which comes with every vehicle sold. To change this, we came up with the “Alternative Manual”. The first user’s manual that makes useful information fun to read and memorable. We invited a team of writers and designers to reinvent the standard manual in belletristic style, as a mix of poetry, prose and illustrations. The newly created manual still covers all essential chapters like keys, safety belts and children security, but makes them a captivating read. Dacia has decided to offer it as standard in their showroom.