| Title | BITTERSWEET PIES |
| Brand | PAUL ROMANIA |
| Product/Service | BAKERY CHAIN |
| Category |
E02. Small Scale Special Solutions |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation 2
|
MRM//McCANN Bucharest, ROMANIA
|
|
Media Placement
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| NIR REFUAH |
MRM//MCCANN ROMANIA |
CHIEF CREATIVE OFFICER |
| IOANA FILIP |
MRM//MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| SANDRA BOLD |
MRM//MCCANN ROMANIA |
COPYWRITER |
| MIRUNA MACRI |
MRM//MCCANN ROMANIA |
ART DIRECTOR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORKDGROUP EUROPE |
CREATIVE EXCELLENCE MANAGER |
Brief Explanation
"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts!
The cakes’ line includes:
- the "salary gap" cake
- the "misrepresentation cake" (in politics)
- the "extremely rich cake"
- the "startup exclusion cake"
- the "glass ceiling double cake"
All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat).
5% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions.
This makes the project to be the 1st ever "social desserts" line in the world.