Jörg Riommi, CCO at Publicis Groupe Central & Eastern Europe and Romania, delves into five Romanian ads that he believes to be immortal
Firstly, thank you to LBB for inviting me to contribute to the Immortal High Five series with my favourite pieces of work ever from Romania! Even if I'm half Italian and half German, I have been for so long here in Romania (since 2007!) that I must have seen it all - at least in the last 14 years or so. And this market really grew exponentially in the last decade, giving the advertising world some real gems, as you will see right away! I hope you enjoy the selection...
Kandia Dulce - 'American Rom'
Agency: McCann Bucharest
This must be, by now, a real Romanian advertising classic. I can’t believe it’s 10 years old already - an oldy, but a goldy! Done by close friends at McCann, I remember clearly when it first came out by seeing it on posters where I was shooting in Timisoara, and thinking: 'This is crazy, but also crazy good!'. A brilliant piece of direction and PR; a bold and courageous piece of activation from the client. It brought the first Cannes Grand Prix to Romania and made history for the country, stirring and inspiring a new generation of creatives and all the further success that happened in the following years coming out from Romania.
Burger King - 'Moldy Whopper'
Agency: Publicis Romania / Publicis Spain / INGO Stockholm / DAVID Miami
Sound: Quint Starkie
Grade: MPC London
Well, what more can be said on this piece that wasn’t said already in the last year and a half? One of those pieces of work that really turns heads and will most likely enter advertising history books. A brilliant use of product, a cultural statement for the food industry and beyond, an outstanding example of client courage and a testament to the creative leadership of Fernando Machado. All while being a truly one-of-a-kind collaboration between competing holding companies and agencies, united by the greater good of the mission (no artificial preservatives in fast food) and the love for such an idea. This all surely makes it an immortal piece. Proud to be part of it!
Observator - 'The RGB News'
Agency: Geometry Global Bucharest
A great and truly memorable piece with a brilliant use of media and PR. A simple and effective idea that got to the public in a clever and direct way, and most of all got people to act. Hard to un-see it.
Magic Home - 'Take a Seat'
Agency: Jazz Communication
PR: Rogalski Damaschin
A strong heartfelt piece that generated a huge amount of PR and solidarity across the country. A simple and iconic campaign that touched the hearth of many and managed to bring strong result sin a market traditionally not keen on donations.
The Automobile Club of Romania - 'Mr Bear Driver'
Agency: Publicis Romania
A simple, smart, fun but mostly useful mobile idea that tapped into a real problem on Romanian roads. One of the first - if not the first - big mobile winner at Cannes, coming out from Romania. Entertaining and effective...although we're still not sure how much Romanian parents liked it.