KEY VISUALS and print ads
Some of them dating back to the Printed Press era!
ACE: “Shark”
A visual metaphor for removing stubborn stains (that reminds me of Damien Hirst’s “The Physical Impossibility of Death in the Mind of Someone Living”).
The proactive initiative and a bit of luck led to this work winning the Cannes Lions National Diploma (best print ad in Romania in 2011). Also featured on 9gag, when it was still cool.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
💻 CD: Claudiu Dobriță
🎨 Studio: Carioca
🏭 Agency: Grey-G2 (currently VML)
💼 Client: P&G Romania
🏆 Award: Cannes Lions National Diploma
📺 Featured in: AdsOfTheWorld.com
“Needle” “Glue”
STUDENT OF THE YEAR: “Envy”
Student Of The Year is a fierce competition of projects where the grand prize is around 1500€ and the proverbial “15 minutes of fame” for the winner.
Based on the insight that success turns your friends into enemies, we created a series of “dorm-room” funny posters.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
💻 CD: Ema Prisca
🎨 Illustrator: Mihai “Țeno” Țenovici
🏭 Agency: Grey-G2 (currently VML)
💼 Client: VIP / Voluntari pentru Idei și Proiecte
📺 Featured in: AdsOfTheWorld.com
Miniminers 01 Miniminers 02
NIXODOR DEGRESOR: “Miniminers”
Nixodor Degresor is a highly efficient, yet natural declogging solution for greasy kitchen pipes. In a series of key visuals, we personified the enzymes within the solution and imagined them as tiny miners working, drilling and cleaning the tubing system.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger
💼 Client: Portalia
🤖 AI: ChatGPT, Leonardo.AI
PETROM: “For the love of cars”
What if that red alert on your car’s dashboard were a positive one? Here’s a simple, yet cute and effective outdoor based on this idea, placed near a Petrom gas station.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
💻 CD: Carmen Tiderle, Tudor Cuciuc
🏭 Agency: Leo Burnett
💼 Client: OMV Petrom
“Couple” “Sunny Girl”
BIOLOCALIA: “Nature Thanks You”
BioLocalia is a (temporarily closed) bistro & boutique hotel in Balotești. In the bistro, they used to serve exclusively locally-sourced, organic ingredients meals & snacks.
As a direct consequence, eating there meant protecting the environment (less pollution, shorter supply chain). In a series of social media visuals, we metaphorically showed that, when you treat nature well, nature thanks you and returns the favor.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Iosif Oprescu
🎨 Illustrator: Dumitrița Adam
🏭 Agency: Logo Bigger
💼 Client: Portalia
MERCURY360: “BTL to 360 cutout print ad”
This interactive, folded self-promo ad appeared in Media & Advertising magazine, back in the day, and caused quite a stir among the agency’s clients. “What do you mean – no more below-the-line?”
Then they read the whole thing, and got the invitations to the “Baghetă și circ” play, where we revealed the agency’s full-service positioning. Theatrically, of course 🙂
See the entire Mercury360 repositioning project here.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Ionuț Popescu 🙁
💻 GCD: Irina Chira
🏭 Agency: Mercury360
💼 Client: Mercury360
TIDE LENOR TOUCH: “Giraffe”
Back in 2009, P&G had just launched the “Tide with Lenor Touch” variant for kids’ fluffier clothes, so we sketched this ad.
Unfortunately, we left the agency before pitching the print ad to P&G, but the idea was spot on.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
🏭 Agency: Leo Burnett
❗ Status: Spec Work
🤖 AI: ChatGPT
“Pregnant” “Bride” “Dance”
ARIEL LENOR LAVENDER TOUCH: “Scarecrows Love Story“
For P&G’s Ariel Lenor Lavender Touch, we took the idea of “romantic scent” from the brief and pushed it to the extreme: what if even non-living objects, dressed in Ariel Lavender-washed clothes, would suddenly discover their romantic, loving side?
I lost the original photos created by photographer Nicolae Coșniceru, so I had to recreate the images with AI. I don’t think the print ads have ever been published, but who knows?
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
💻 CD: Sorin Predescu
📷 Photo: Nicolae Coșniceru
🏭 Agency: Grey Bucharest (currently VML)
💼 Client: P&G Romania
❓ Status: Spec Work (probably)
🤖 AI: Microsoft Designer, Qwen
ROMSILVA: “Reforest For Wild Animals“
In an ideal world, Romsilva would protect forests and wildlife.
In this ideal world, decades ago, we pitched this print ad to Romsilva, for their alleged reforestation program.
Unsurprisingly, they rejected it. But it’s still a good idea – and even more so because those mofos guys said no.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Irina Chira
💻 GCD: Irina Chira
🎨 Illustrator: Wish I could recall
🏭 Agency: Mercury360
💼 Client: Nevermind
⛔ Status: Rejected Work
“Fish” “Broccoli” “Apple”
PHILIPS: “Reach The Unreachable”
The top-of-the-line Philips Sonicare Diamond Clean would generate 62k moves a minute, thus removing 100% of the leftovers and stains from your mouth.
So we imagined the toothbrush as a fine tool especially designed to catch & remove each and every type of food that gets stuck between your teeth.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Miruna Anton
💻 GCD: Radu Constantinescu
🏭 Agency: FCB Bucharest
💼 Client: Philips Romania
Small World 01 Small World 02
ASIROM INSURANCE: “SMALL WORLD”
Money not only makes the world go ’round, but it also lets you move around the world. The more money, the bigger the world. And, sadly, vice versa.
Based on this insight, we created a series of ads where we imagined how the universe – and people’s lives – would shrink to the bare minimum due to financial constraints: home, pharmacy, park, and back home. Luckily, Asirom offers savings tools & investment plans to help clients widen their horizon.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Árpád Fekete
🏭 Agency: Grey-G2 (currently VML)
💼 Client: Asirom – Vienna Insurance Group
🤖 AI: ChatGPT
ZAPP: “Feel The Sting?”
From the glorious days of Oops Media (advertising in public toilets) comes this weird ad that was placed above the urinals. I used the double-entendre question, “Feel the sting?”, to promote Zapp’s internet offer that wouldn’t sting your wallet. Ahem.
To my surprise, this “punny” indoor ad even won an award at the Ad’Or Festival – a nod to those of us old enough to remember.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Paul Goți
💻 CD: Alina Gavrilă, Octav Gheorghe
🏭 Agency: Gavrilă & Asociații
💼 Client: Zapp Romania
🏆 Award: Ad’Or Shortlist / Bronze (?)
FUNKY BUSINESS: “Limbo Dancing”
This self-promo is my first print ad ever, which I wrote back in 2002. I’m the guy on the right. Also, a special mention for the worst DTP work I’ve ever seen :)) Fun times.
Credits.
🖊️ CW: Radu Constantinescu
🖌️ AD: Ștefan Dragomirescu
💻 CD: Radu Constantinescu
🏭 Agency: Funky Business / Saatchi&Saatchi
💼 Client: Funky Business