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email address: stephanrotaru@gmail.com
Heineken - The Nigh Is Young
Heineken / The Night Is Young
The covid pandemic has taught us a lot of things. But in the spring of 2021, millennials and Gen Zs were in for a shocker - for the first time since the 90s', baby boomers were the hottest gang around.
By May, most people over the age of 60 were fully vaccinated and ready to travel, unlike the younglings in their families. To celebrate the world slowly returning to how it used to be, Heineken flew dozens of moms, dads and some grandparents straight to the biggest, loudest, craziest beach party in their adult life.
Heineken - Goal Of The Week
TK - We're Not Like You
Heineken / GOTW
GOTW is a social campaign in which Heineken is trying to make football/soccer more appealing to the younger generations.
Gone are the days when entire buildings were shaken by the loud roar of true aficionados. These days, it's all about memes, gifs, and reactions.
We created an entire platform that tracks the best goals from all major leagues and celebrates them in a way that young people can relate to.
TK / We're Not Like You, But We're Good For You
The Techniker Krankenkasse is the largest health insurance fund in Germany. Its popularity among the vast majority of the adult population cannot be denied - unless we're talking about Gen Z.
Young adults are unaware of the benefits of health insurance.
So, TK wanted to connect on a brotherly level with every type of Gen Z.
From streamers to fashionistas, gym rats to nomads; everyone is unique and TK is simply not as cool as them. But we want them to know that it's cooler to be safe than sorry and TK is there for them.
The look and feel of the campaign was raw, minimalistic, and quirky at times to mirror the content created and shared online by Gen Zs.
Apart from a digital presence, the campaign consists of OOH installed near universities and audio spots for Spotify and radio.
We're Not Like You, But We're Good For You ran nationwide and it was very successful campaign.
IKEA x TF1 / What If We Reinvent Ourselves?
IKEA is well-known and loved for its simplicity. But as an ever-growing brand, IKEA France is constantly trying to develop eco-friendly products and to educate their customers on the importance of responsible living.
Thus, IKEA France partnered up with TF1 to produce an 18-episode, short series that takes its viewers through France, on a journey to discover the many creative ways in which ordinary people repurpose used materials.
As a non-French-speaking art director, I was extremely fortunate to be given the freedom to come up with the concept behind this project and to write the scripts for the show - which aired during prime time and was watched by millions of people.
*The episodes can only be streamed directly on TF1.
IKEA - What If We Reinvent Ourselves?
KOL / Sparking Walter
KOL is one of the coolest delivery startups because it delivers fresh, cold beverages anywhere in less than 30 minutes.
Diving deeper into what Parisians really want on a night out, we found out that they wanted something fresh and lightly alcoholic that won't ruin their entire night and make them groggy at work next day. Basically, they wanted something that didn't exist in Paris.
So we literally created the very first Hard Seltzer in France. From scratch.
Advertising any alcoholic beverage is extremely hard in France as the laws are very strict. Yet, I was given again the chance to put on my dusty writer hat and try my best to make it cool while evading "la police".
KOL - Walter
BMW - Seamless
BMW / Seamless
Connectivity is key for car brands, but in people's digital routine, BMW is not yet top of mind. How can we change that?
We created a series of fast-paced animations that stand out through seamless transitions, emphasizing how smoothly the app can digitally solve people's everyday life situations. Together with the animations, we created three similarly looking, minimalistic print/digital ads and a microsite that will better advertise all the key features of BMW's Connected driving assistant.
RECOGNITION
One Show - Gold Pencil
Clio Award - Bronze
Applied Arts Award - Winner
Graphis Award - Silver
ADC Germany - Bronze Nail
Neptun CrossMedia Award - Gold
FCB Health - R.I.P. Rappers
FCB HEALTH / R.I.P. Rappers
The campaign #RIPRAPPERS mourns opioid-crazy artists while they are still alive. We create murals in the streets and obituaries in music magazines. When the stunned Hip-Hop community goes on our website, they learn more about the drug's deadly side effects.
And we encourage them to send the rappers a powerful message:
Stop glorifying opioids!
RECOGNITION
ADC Germany - Bronze
One Show - Merit
ADC Global - Merit
Sonnet - Insurance Made Easy
SONNET / Insurance Made Easy
By digging into our audience's minds, we reveal how confusing, difficult and time consuming getting insurance is.
Through the use of pop culture, visual queues like memes and GIFs, we made it easier for Millennials to identify Sonnet's strengths with humor
and language they use and understand in the online environment.
RECOGNITION
One Show - Silver Pencil
ADC Germany - Winner
ADC Global - Merit
Fur For Animals - #Tap2Change
Fur For Animals / #Tap2Change
Why is fur still a thing?
To finally kill supply and demand, we need an ad that never stops.
We created an entire ad inside a GIF. It comes in a never-ending loop, fits perfectly
to all social media, and boils our message down to the core.
All it takes to reverse the cycle and bring the fur industry to a halt is one tap.
RECOGNITION
D&AD - Wood Pencil
Nike - Audacity & Happiness
Nike / Audacity & Happiness
In Brazil, football (soccer) is considered a religion.
Everyone plays it and there isn't a soul that doesn't love or believe in it.
Nike, in collaboration with Neymar and the artist Bruno Big, have created
a specially designed limited edition of cleats. They are based on Neymar's
tattoos that symbolize Audacity and Happiness.
The campaign revolves around the dedication of Brazilian children and young
boys to doing one thing incredibly well - playing football. They have the audacity
to ignore poverty and the conditions in which they live, in order to make their
dream come true and become the unseen stars driven only by happiness.
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Penguin - Details Made Obvious
Penguin / Details Made Obvious
In an ever-changing digital world, audio books have become a must-have for everyone. But how to show the advantages over classic books?
When listening to audiobooks, the headphones cancel the outside noise, creating a more intimate environment and making it much easier to follow the story and very hard to get lost even in the most intricate details.
RECOGNITION
Lürzer's Archive Student Of The Year 2018 / 2nd place
MAS Digital Star
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