MIRUNA DUMITRESCU PORTFOLIO
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To prove Orange 4G provides instant internet connection we reinvented the football penalty kick. Who says both players should be on the same field? Or even in the same city?
ORANGE
4G ACTIVATION Golden Drum Nominee
We modified a football throwing machine and made it synchronize with the Kinect technology. This innovation made it possible for people living in different cities to take and save penalty kicks in a matter of seconds. It was Mamaia vs Bucharest. Real time.
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THE GREATEST PENALTY KICK
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The challenge was to communicate that Napolact Milk is fresh and natural, when everybody else says the exact same thing.
NAPOLACT
IN STORE SAMPLING DEVICE
First of all we thought it would be better to show, than tell. So instead of creating a product campaign we decided we should go for an innovative tasting moment. Usually, product samplings are intrusive or just simply boring so we had to step out of the box. We invented the first tablet you can actually milk, because there is no fresher milk than the one you milked yourself.
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BE YOUR OWN MILKMAN
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CRUCEA ROSIE ROMANA FACE IT
We used the annual First Aid Convention in Europe (FACE) to raise awareness on how important it is to know first aid. We therefore created the First Festival of First aid, were Romanian bands and artist would support the cause with live concerts, and 28 first aid teams would simulate saving victims in different real life inspired situations.
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PEOPLE SUPPORTED THIS CAMPAIGN ON INSTAGRAM AND TWITTER #FACEIT
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Soros foundation wanted to create an educational website that allowed teenagers to find out anything they needed to know about the communist regime. When it comes to Romanian communism the truth is words will never be as powerful as cold, waiting for hours at the queue, or third degree for having an intellectual relative. That’s what motivated us to tell the story as accurate as possible. The only difference is that now, one can also choose to sign out of it.
ISTORIA COMUNISMULUI www.istoriacomunismului.ro
We set up a communist apartment and then we placed ourselves into our user’s shoes to film it all. How it felt to be afraid whenever the phone ringed, or just being terrified that Orwell was visible on the shelf; how it felt to have to hide just because you wanted to listen to something other than propaganda on the radio, and how third degree would always wait for you to make a wrong move. Each click could put you in danger. The communication was appealing to our target audience because it shied away from the brutal acts that occurred during the communist regime and brought the issue closer to home, well, actually at home. We posted the website on the client’s wall and waited. In less than 2 weeks, without any media support, over 9000 people visited the apartment everybody was talking about on Facebook. Most of our visitors spent more than 6.42 minutes in the apartment, and almost 30% of them came back.
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POSTERS PROMOTING THE WEBSITE
AWARDS WebAward festival (USA) Outstanding website Internetics award Charity, political and public services category
WEBSITE
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Câștigă o casă-n deal în mijloc de Ardeal - was the first national promotion of Napolact. It therefore needed to speak about the brand’s values (born and raised in Transylvania, respecting tradition) and it needed to create an authentic experience for the online users.
NAPOLACT
PROMOTION WEBSITE
The consumer could send the code on the product via sms or subscribe it online to enter the lucky draw and win a house in Transylvania. Entering the site to subscribe the code would bring more benefits, for we rewarded every interaction with extra chances and guaranteed prizes. We chose the most beautiful 20 Transylvanian villages and we encouraged our users to discover their stories. Each code allowed you to discover a village and find out its tradition, its legends and moreover the delicious traditional recipes. At the end of this visit a simple quiz about what you had just experienced, would bring you an extra chance to win our promotional prizes.
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CÂSTIGĂ O CASĂ-N DEAL ÎN MIJLOC DE ARDEAL ’
AWARDS Internetics award FMCG – Food – intergrated campaign digital component of an integrated campaign Bronze EFFIE Packaged food
CÂSTIGĂ O CASĂ-N DEAL ÎN MIJLOC DE ARDEAL ’
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HEINZ
Remember the last time you accidentally bumped into an old friend? You both said you have a lot to talk about and agreed that you should meet and catch up sometimes. Heinz is here to remind you of those nice people in your life you should remember to catch up with, and facilitate that meeting between you guys, in a natural way. Moreover, catching up goes well with pizza, and pizza goes well with Heinz.
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COSTA D’ORO
To encourage people to find out about what it takes to have a healthy life style, Costa d’Oro’s national promotion would offer its consumers a three days all-inclusive trip to one of the most appreciated cooking schools in Europe: Tuscookany cooking school.
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5GUM www.5adevarsauprovocare.ro
5Gum is launching a new global communication platform called truth or dare. Each country came up with a creative execution of the concept and each country needed to choose an endorser. We chose Vlad Craioveanu for his daring reputation and we launched a website that challenges our users no matter what they choose between truth or dare.
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5 ADEVAR SAU PROVOCARE
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Pitch proposal for RBS – black card & gold card addressing loyal and new customers of the bank.
THE ROYAL BANK ‘‘ OF SCOTLAND
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COSMOTE
Cosmote made a deal with Santa: Mister Claus would have to stay by the chimney and answer to all the video-calls he would receive from Romanians, while Cosmote will make the video-call as expensive as a normal call.
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