Team:

Valentin Suciu - Creative director
Felicia Stoica - Copywriter
Corneliu Dobrea - Art Director

Cultural Context:

Romanians are no longer paying attention to medical, preachy messages talking about prevention or regular check-ups. But, when it comes to family, career, passions, we always do the extra mile, we sacrifice our time and well-being repeatedly.

Idea:

MedLife, the biggest private medical system in Romania, looks at medicine not only from a scientific point of view, but also from the empathy point of view. Instead of being preachy, Medlife admits the human vulnerabilities as part of what defines us to make an appeal for balance: take good care of what you love, but also take good care of your health.

Solution:

Turn something medical, a purely academic book format into something very human, a project that brings together medical illustration, art photography and poetry. Launch it first as an exhibition and then as a book.

Results:

Association of MedLife with the territory of emotion and empathy towards the patient; Improvement of brand associations: “Popular clinics” (32%), “It fits my needs” (27%) 30% increase in online mentions for MedLife during campaign

Awards:

1st place – TOP Art Directors’ Club Romania (2019)

Hope and Homes for Children is an ONG that helps poor children by preventing them ending up in orphanages (among other things).

This campaign focuses on the children and their regular emotional journey throughout the day.

Copywriters - Felicia Stoica, Catalina Groza
Art director - Corneliu Dobrea

Genius is a subscription across 4 different brands that offers discounts and free transport among other things. To communicate this we used video and static collages as a technique that expresses mixing and combining between the 4 brands.

During the pandemic, some of the main fighters were the nurses. Medlife wants to publicly thank them by making a low budget video.

Being made entirely out of stock footage, the video is a journey through an apartment where a nurse used to live. It takes us through the morning routine but without showing her phisically. Instead the instances of her taking a shower, having coffee, making breakfast, etc are suggested by sound. Because she isn’t home anymore. Her new home during the pandemic is the hospital.

Editor & Art director - Corneliu Dobrea
Copywriter - Andreea Ghenoiu

In romanian language, various words are part of expressions used for bullying - cabbage, plums, polenta, cheese, dust, sausage.

Lidl Romania starts an awareness campaign against using these words that happen to be also their products. Besides some digital content, Lidl also sent packages to some influencers that received some bullying based on things that can’t control (being cheesy and stuttering).

Copywriter - Felicia Stoica
Art director - Corneliu Dobrea

This campaing done for ING Romania focuses on how easy it is to do your bank operations. Because now you can do (almost) everything on your mobile. All you need is to be ready to use it - have it charged, have your hands clean, have it close, etc.

Copywriter - Felicia Stoica
Art director - Corneliu Dobrea
Creative director - Valentin Suciu

There are many fears that come with making a house loan. Especially during a pandemic.

Is my job stable enough?
Will my house be safe?
Is the neighbourhood trustworthy?

To help ING customers deal with them, we proposed 2 ways - discussing or destroying. We hired two influencers, each with their own jobs - discussing them with specialists (therapist, economy expert, etc) or writhing the fears on different objects and destroying them.

Copywriter - Adina Basag
Art director - Corneliu Dobrea

ING wanted Santa to come for their local business clients. To help him, ING took their business stories and wrapped them in a nice animated journey where the founder is the main character.

Copywriter - Alina Varlanuta
Art director - Corneliu Dobrea

HHC is an ONG that helps children offering them an alternative to foster homes by building real homes where they can grow as a family.

During the pandemic, HHC posted different images where the message started common wishes regarding going back to the way things were. The twist comes in the smaller text that focuses on a detail - the way things were isn’t exctly the best thing for everyone.

I can’t wait for the stadiums to open again
/
so my dad can go back to work

I want the theatre to open soon
/
so my mom finds work again

Are there any festivals next year?
/
Because I was just getting started with that job

Copywriter - Felicia Stoica
Art director - Corneliu Dobrea