Guerrilla & Real-Time Marketing
The best way to communicate is HERE & NOW!
MANEA BRUTARUL: “Don’t forget the bread” OOH
In august 2024, a teasing campaign appeared in Bucharest, displaying a cryptic message: “Don’t forget to buy bread.”
While the message remained unclaimed and unbranded, we briefly hijacked the billboards by placing stickered trucks underneath, with branded funny replies to the original message.
The campaign gained quite some traction on social media.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: Iosif Oprescu
๐ข PR: Elena Prodan
๐ญ Agency: Logo Bigger
๐ผ Client: Manea Brutarul / Euro Mopan
๐บ Featured in: Paginademedia.ro
Billboard 01 Billboard 02 Going viral on social media Follow up
MANEA BRUTARUL: “Maia”
This social media visual would’ve been nice in November 2024, right after the presidential elections in the Republic of Moldova, but the client ultimately decided not to get involved in “international” politics (and rightly so). Still, the idea is kinda cool.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: Iosif Oprescu
๐ญ Agency: Logo Bigger
๐ผ Client: Manea Brutarul / Euro Mopan
NIXODOR FRESH AIR PETS: “The Bulgarian Panther“
Context: a black panther allegedly escaped from a zoo in Bulgaria and, being wild and free, crossed the Romanian border. Here, she managed to lie low and elude the authorities for several days, so we imagined that she used the Nixodor Fresh Air Pets natural solution to cover her smell and tracks.
And if the product was good enough to hide a panther in the woods, it’d surely oust bad smells from pet owners’ homes, too.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: Iosif Oprescu
๐ญ Agency: Logo Bigger
๐ผ Client: Portalia
๐ค AI: ChatGPT
TIDE: “Sports Fair for Schoolchildren“
In 2009, the super-smart Minister of Education decided to reduce the number of physical education classes in public schools. This generated a backlash from teachers, parents and kids, but the decision stood – for a while, at least.
So Tide detergent, positioned as supermoms’ help, decided to act. We launched the largest-to-date sports fair for children, where parents and kids could research clubs and choose whatever activities they preferred. Sports celebrities endorsed the project, telling children that “school is cool”, but sometimes they gotta put in the effort to complement their (physical) education outside of it.
Apart from the standard communication (posters in schools, smartly placed OOH billboards), I wrote the “Tide Sports Anthem”, which got some decent rotation on the radio during the campaign. Maybe not quite “heavy rotation”, but it was still nice.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: รrpรกd Fekete
๐ป CD: Carmen Tiderle, Tudor Cuciuc
๐ Strategy: Elena Ioniศฤ
๐ญ Agency: Leo Burnett
๐ผ Client: P&G Romania
๐น Songwriter: Radu Lefter / DJ Tony Ray
BIOLOCALIA: Proximity Communication
Funny, eye-catching directional signs on neighbors’ fences, and discount leaflets placed in nearby mailboxes and car windshields – that’s how we launched BioLocalia, the new little restaurant with bio ingredients in Baloteศti. Genuine guerrilla style, plus a radio ad and a few visuals in social media. Also check out the story behind the logo.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: Iosif Oprescu
๐จ Illustrator: Ana-Maria Brรขnzescu
๐ญ Agency: Logo Bigger
๐ผ Client: Portalia
Sign 01 Sign 02 Promo Leaflet
TITIREZ REAL ESTATE: “Peephole Apartments” OOH
Ever looked through the peephole inside someone’s home? We turned this natural curiosity into a campaign for Titirez Imobiliare, an agency that aimed for full real estate transparency and provided twice the amount of property photos as compared to other agencies and platforms.
Credits.
๐๏ธ CW: Radu Constantinescu
๐๏ธ AD: รrpรกd Fekete
๐ป CD: Claudiu Dobriศฤ
๐ญ Agency: Grey-G2 (currently VML)
๐ผ Client: Titirez Imobiliare
