|Category||G02. Low Budget / High Impact Campaign|
|Entrant||McCANN BUCHAREST, ROMANIA|
|Idea Creation||McCANN BUCHAREST, ROMANIA|
|Media Placement||UM BUCHAREST, ROMANIA|
|Additional Company||MRM//McCANN BUCHAREST, ROMANIA|
|ADRIAN BOTAN||MCCANN EMEA||GLOBAL EXECUTIVE CREATIVE DIRECTOR|
|CATALIN DOBRE||MCCANN ROMANIA||EXECUTIVE CREATIVE DIRECTOR|
|IOANA ZAMFIR||MCCANN ROMANIA||GROUP CREATIVE DIRECTOR|
|IONUT COJOCARU||MCCANN ROMANIA||CONTENT CREATOR|
|ADRIAN RUSU||MCCANN ROMANIA||SENIOR ART DIRECTOR|
|ADINA CIRSTEA||MCCANN ROMANIA||COPYWRITER|
|SABINA POPA||MCCANN ROMANIA||ART DIRECTOR|
|CARMEN BISTRIAN||MCCANN ROMANIA||CREATIVE EXCELLENCE MANAGER EUROPE|
|ALEXANDRA ALBU||MCCANN ROMANIA||REGIONAL SENIOR ACCOUNT MANAGER|
|ANDRA SANIA||MCCANN ROMANIA||REGIONAL ACCOUNT MANAGER|
|CORINA NICA||MCCANN ROMANIA||CORPORATE PR EXECUTIVE|
|TIBERIU MUNTEANU||MCCANN ROMANIA||AV MANAGER|
|ALEX POPA||MCCANN ROMANIA||AV PRODUCER|
|ANDREEA SOFRONE||MRM//MCCANN ROMANIA||ACCOUNT DIRECTOR|
|BIANCA CIOBANU||MRM//MCCANN ROMANIA||ACCOUNT EXECUTIVE|
|BIANCA URDEA||MRM//MCCANN ROMANIA||WEB DESIGNER|
|ALEXANDRA VISAN||MRM//MCCANN ROMANIA||SENIOR WEB DEVELOPER|
|ANDREI COTARTA||VIDEOEDIT STUDIO||VIDEO EDITOR|
|ANDREI MANDRU||VIDEO EDIT||FILM DIRECTOR|
|RADU VOINEA||VIDEO EDIT STUDIO||DOP|
|VALENTIN RUSCAN||VIDEO EDIT||SECOND UNIT DIRECTOR|
|ARGATU||VIDEOEDIT STUDIO||MUSIC DESIGN|
|VLAD GHEORGHIU||VIDEO EDIT STUDIO||MUSIC DESIGN|
Provide budget detailsOverall budget: 7000 eur Breakdown of costs: - Shooting Romania & Paris Fashion Week 5.000 eur - Editing Costs 500 eur - Website 1.500 eur - Paid media budget (where applicable): NZ
Why is this work relevant for Direct?We give people, especially fashion people, the most direct & sustainable experience of fashion: access the original product, connect with the artisan, and support the artisan and its tradition. In the same time we launched an alarm signal towards the big brands that commit cultural appropriation without giving credit to local artisans.
BackgroundBihor is a small region in Romania rich in traditions. They created a famous coat that was copied by Dior and sold for 30.000 euro, without mentioning the source of inspiration. When designers give no credit to their inspiration, there is no return for the poor communities that struggle to keep the traditions. And the traditions die. Beau Monde, the fashion magazine with 100% Romanian content, wanted to help authenticity survive and take a stand against cultural appropriation. Cultural Appropriation = the act of taking or using things from a culture that is not your own, without showing that you understand or respect this culture (Cambridge Dictionary).
Describe the creative ideaStop the unpunished habit of cultural appropriation We looked back at other recent examples of cultural appropriation in fashion: Stella McCartney used traditional African motives in her Summer/Spring 2018 collection. Louis Vuitton debuted a line of blankets, worn as coats by the people of Besotho, as part of their menswear collection, and many more. We created Bihor Couture, the first brand that fights against cultural appropriation. It aims to return money to the local communities by selling authentic fashion pieces on a digital platform. We promoted the digital shop by launching an entertaining fashion content series featuring the most eccentric designers so far. Then, we targeted international celebrities interested in Dior with customized message videos from the local creators in Bihor. And even sent an invitation to Dior to come to Bihor and design a new jacket with our creators.
Describe the strategyWe needed to make the original designers known in the entire world. We also wanted to promote the authentic fashion pieces, in a unique way, making them appealing to everybody, including a younger target and people who are not familiarized with Romanian traditions. This is why we built an online shop, that can be accessed by everyone in the world. To promote the new brand, we used the fashion critique format with fashion experts, and instead invited the local creators from Bihor to talk about Dior’s collection, as the real experts of the jacket.
Describe the executionWe launched the new brand with a fashion video content series, featuring the original designers from Bihor, commenting on Dior’s collection, the same one where the jacket from Bihor was included. The series was highly entertaining, with juicy comments from our local creators, and it could be watched on Facebook and YouTube. Then, we created print ads featuring our designers and targeted international celebrities interested in Dior, like Lady Gaga or Beyoncé, with customized messages from our local creators. What followed was an invitation to Dior to come to Bihor and design a new coat with our designers. We even made it to Paris Fashion Week, proudly wearing the coat from Bihor and thus, making a statement to the entire world of fashion.
List the resultsWe put Bihor on fashion map The campaign made a huge impact, with people storming the website and placing hundreds of orders for traditional clothes. Presently, more craftsmen are being brought into the platform, to work on all the orders that keep on coming. With an initial investment of 7.000 euro, the campaign gained 1.4 million euro in earned media which means a Return On Investment of almost 200%. Pre-orders were made to cover the work for the next 4,5 years. Beau Monde also raised money to fund the only craftsmen school in Bihor, to attract more young people that can learn the craft and it further in the future. So the tradition lives on.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.