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, visual story - Corneliu Dobrea
Copywriter - Andreea Ghenoiu

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

Creative Idea:
Felicia Stoica, Valentin Suciu

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)

This campaign pitch proposal 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.

Creative idea - Corneliu Dobrea

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

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

Creative idea - Corneliu Dobrea, Serban Tudorache
Copywriter - Serban Tudorache
Art director - Corneliu Dobrea