Advertised brand: Romanian Police
Campaign title: Portrait
Ads titles: “The bag”; “The phone”
Advertising Agency: Mercury360, Bucharest, Romania
Agency website: http://www.mercury360.ro
Creative Director: Liviu Turcanu
Art Director: Daniel Strugariu
Copywriter: Ruxandra Papuc
Planning Director: Adrian Chiuhan
Published: July, 2013
Short rationale:
Unplanned actions, muggings are determined by several aspects, including the way victims are perceived by the attackers. A vulnerable portrait can be depicted among women, who don’t see themselves as potential victims and must first learn to be cautious about their own appearance.
The ad takes listeners through a mugging experience, where a woman becomes a victim due to her careless attitude. Women confident of their looks are not necessarily conscious of what they look like in muggers’ eyes, which can lead to the traumatic experience of being mugged and then having to recall it over and over again.