ADVERTISING WORK: Wash & Go

Wash&Go was one of my favourite brands to work on during my time at Leo Burnett Romania. Because it used to have a genuine communication and we created ourselves a new opportunity to bring this genuinity back to the brand. Wash&Go is another brand that develops its campaigns elsewhere and then only adapts the voice...

Ariel is not one of the Procter&Gamble brands in the camp of Leo Burnett – that means Leo is not the global brand agency (but Geometry Global). But, the brand managers are assigned per category in P&G (ie – Laundry in this case) and so they got to know us from working on other laundry...

Oral-B needed a campaign to increase awareness and favorability of the Romanian upper class target for the electrical toothbrushes. So, the strategic and senior creatives at Leo Burnett identified the most suitable local influencers for the target and for the brand voice: famous radio presenter Mihai Dobrovolski (Dobro) and TV actress Adela Popescu. The TVCs...

Max Factor, the premium beauty brand of Procter & Gamble, employes little to almost none traditional, ATL advertising. It is a rather PR-led brand, with a lot of in store comm back-up. This is because the brand has only a central brand management team, at Geneva, and it directly works directly with resellers. The resellers...

Gillette Venus, the female version of the razors, needed to prove how important legs are for women – women even communicate through our legs’ posture. Hence, because sales increase before the warm season, we were briefed to come with a summer love story that the users should be motivated to follow 6 weeks, with the...

Mr Proper is one of Procter&Gamble brands with a smaller communication budget. Consequently, there are no local campaigns for each market, but adaptations of the central campaign. TVCs were produced in Russia and I coordinated their adaption in Balkan countries. Here’s such an example:   In other countries, the brand goes by the name of...

Fashion Days one of the largest online apparel retailers launched on the Romanian market with the creative support of Leo Burnett Romania. The creative idea and the AV production was carried out by Leo Burnett Berlin, while us here adapted the layouts and TVCs for the local market. The campaign included bus brandings, large out...

Fairy partnered with Masterchef as a show sponsor and main advertiser and they needed our help to develop several campaigns tailored made for this TV show format. The most integrated of them was the National Dish Debate – a challenge to find out what is the most loved recipe of Romanians. It revolved around chef...

Blend-a-Med, the toothpaste from Procter & Gamble, is a nice product in my point of view, but it does not allocate the budget for developing tailor-made campaigns, relevant for each market. So, it mainly adapts international campaigns, such as the one with Shakira. The brand often sponsors Romanians got Talent or similar shows to communicate...