TVCs & Video
Lights, Camera, Call To Action!
DR. POOP: “Flower Power”
What does happiness look like? If you imagined flowers bursting out of cats’ and dogs’ butts, you’d be kinda weird – but also right. Based on the insight that a happy pet is a healthy pet, we metaphorically showed the good effect Dr. Poop – a food supplement that regulates pets’ digestion – has on our furry friends.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
ZAPP SHARE FREE: “Manole 10” & “Manole 15”
It was certainly fun to rewrite the legend of Manole The Master Builder and his 9 bricklayers to fit Zapp’s promotional message: free calls in any group of 10 (later, 15) colleagues or friends.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Bob Toma, Paul Goți
💻 CD: Alina Gavrilă, Octav Gheorghe | 🎙️ VO: Artan 🙁
🏭 Agency: Gavrilă & Asociații | 💼 Client: Zapp / Telemobil
WASTE MANAGEMENT: “Monster”
Here’s a TVC that crawled out of my love for the horror genre. In the long run, neglecting to sort one’s waste produces literal monsters. On the funny side, here’s a radio commercial on the same theme.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Ionuț Popescu 🙁 | 💻 CD: Irina Chira
🏭 Agency: Mercury360 | 💼 Client: Ministry of the Environment
REGIO: “Reverse Domino”
Here’s a nice concept: reverse the cliché of falling domino tiles to suggest the rebuilding of Romania through regional programs sponsored by the EU. The domino was handled by the Dutch Domino Team, the world’s best in the business. The execution may lack visual oomph, but I still like the idea.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Ionuț Popescu 🙁 | 💻 CD: Irina Chira
🏭 Agency: Mercury360 | 💼 Client: Ministry of Development
BONUX MZIM5: “Falling Stains”
Here’s an old TV commercial featuring Tanti Maria, where we compared Bonux detergent to a seductive lady who drives the stains out of their minds – and, in passing, out of clothes’ fabric, too.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Árpád Fekete
💻 CD: Carmen Tiderle, Tudor Cuciuc
🏭 Agency: Leo Burnett | 💼 Client: P&G România
NATIONAL AUTHORITY FOR TOURISM: “Empty City”
When the Minister of Tourism (Elena Udrea, pour les connaisseurs) said she wanted a TVC to promote the Black Sea beaches, it didn’t matter that it was outside the scope of work, or that it was February and it was freezing. So we imagined an empty city, over a haunting “Love Thieves” sound-alike, with all the people having gone off to the seaside. How fun!
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Ionuț Popescu 🙁 | 💻 CD: Irina Chira
🏭 Agency: Mercury360 | 💼 Client: National Authority for Tourism
VODAFONE M-PESA: “Cristina”
Within the “Romanians Take Initiative” strategy platform, Vodafone shared true stories of inspiring people – like Cristina, a young boxer from Bistrița, who became the hero of the M-Pesa communication campaign. The story was already there, and all we had to do was write a few lines.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Árpád Fekete | 💻 CD: Cătălin Dobre
🏭 Agency: McCann Bucharest | 💼 Client: Vodafone România
ZAPP 500 ANYTIME: “TVC Interrupted”
For the first time on TV, we interrupted our own commercial with another promotional message. So we placed a TVC inside a TVC – a bit like an “advertising inception”, years before the movie was released.
Credits.
🖊️ CW: Radu Constantinescu, Dan Popov | 🖌️ AD: Bob Toma, Paul Goți
💻 CD: Alina Gavrilă, Octav Gheorghe
🏭 Agency: Gavrilă & Asociații | 💼 Client: Zapp / Telemobil
NOOKA SPACE: Presentation Video
When the work-from-home bubble burst and employees were called back in, Nooka Space provided a smart alternative: a coworking space that looked like an office and felt like home (allegedly). In this explainer video I presented everything there was to know about the Nookas that had popped up in Bucharest and Cluj, and I also wrote a blog post about them while the project was still alive.
Credits.
🖊️ CW: Radu Constantinescu | 💼 Client: Nooka Space
PETROM: CORPORATE “Girl” & CSR “Plane”
Cold corporate facts and numbers don’t reach people. Emotional stories do – especially in turbulent times like the 2008 financial crisis. That’s how the “biker girl” and “toy plane” metaphors were born, and the campaign even won an efficiency award.
Credits.
🖊️ CW: Radu Constantinescu | 🖌️ AD: Árpád Fekete
💻 CD: Carmen Tiderle, Tudor Cuciuc
🏭 Agency: Leo Burnett | 💼 Client: OMV Petrom
🏆 Award: Effie Silver