2021 Brand Experience & Activation


Short List
Category D01. Tech-led Brand Experience
Entrant McCANN Bucharest, ROMANIA
Idea Creation McCANN Bucharest, ROMANIA
Media Placement WAVEMAKER ROMANIA Bucharest, ROMANIA
Additional Company MRM Bucharest, ROMANIA
Name Company Position
Catalin Dobre McCann Worldgroup Romania Chief Creative Officer
Ruxandra Papuc McCann Bucharest Executive Creative Director
Adrian Rusu McCann Bucharest Group Creative Director
Mircea Tara McCann Bucharest Senior Copywriter
Iulia Bold McCann Bucharest Art Director
Ovidiu Juravle McCann Bucharest Art Director
Doina Ionescu McCann Buhcarest Group Account Director
Andreea Spilca McCann Bucharest Senior Account Director
Stefania Tita McCann Bucharest Account Executive
Stefan Chiritescu McCann Bucharest Account Executive
Bianca Troncea McCann Bucharest Strategy Director
Tiberiu Munteanu McCann Bucharest Head of AV

Why is this work relevant for Brand Experience & Activation?

In a category overcrowded with performance superlatives, Vodafone chose to demonstrate the power of its network, rather than just say it. We’ve put the power of our network in the hands of the Romanian people to help them protect the forests they consider family. Recycled mobile phone parts created AI devices that gave enabled trees to have a voice for the first time. The Smart Forest is capable of alerting authorities whenever danger is detected, thus helping fight illegal logging and protecting the lives of the understaffed rangers.


The country of the last virgin forests in Europe is also the one with the most illegal logging. With 20 million square meters of wood disappearing every year from Romania’s ancient woods, understaffed rangers are helpless. But where no man can reach, there’s one thing that can: Vodafone’s mobile network. Building on the brand’s purpose of bringing technology solutions that help the planet, Vodafone wanted to give Romanians the means to protect the forest, while also demonstrating the power of its mobile network.

Describe the creative idea (20% of vote)

Vodafone gave ancient trees a voice in Romania’s first Smart Forest. Devices build from phone parts and fueled by solar power were installed at the top of the trees to monitor the woods. With AI analyzing all sounds in real time, the devices alert the authorities whenever danger is detected. Together with rangers and activists, we’ve documented the innovation and put its story on TV. Online people could find out more about the prototype combining nature and tech, while also being able to spread the news and create lobby for the solution to get Government support. With more than 13 million people reached, Smart Forest entered the public agenda, being labeled as “extremely useful and efficient” by the Minister of Environment.

Describe the strategy (20% of vote)

In a battle of superlatives, Vodafone had to claim its network’s superiority in a meaningful way. We chose to demonstrate what technology can do to help the planet. Caring for the environment is one of Vodafone strategic purpose pillars, while protecting the forest is a strong national legacy in Romania, the country where people consider the woods part of the family. With fighting illegal logging being the number one environmental concern for Romanians, we’ve put technology in their hands to help them give the forest a voice, for the first time.

Describe the execution (30% of vote)

Vodafone’s efforts to give the forest a voice started with a prototype Smart Forest, where 2 rangers had the impossible mission of protecting 4000 square meters of the woods. Together with them and activists we’ve equipped the trees with AI devices that allowed them to detect danger and alert the authorities in real time. The devices are made from recycled mobile phone parts, fueled by solar panels and powered by Vodafone’s mobile network. We’ve documented the innovation and told the story of the forest as part of the family through the eyes of one of the rangers. The online documentary was also broadcasted on TV, while outdoors called everyone online where they could find out more about the nature-tech synergy and how they could help spread news to put the solution on the public agenda.

List the results (30% of vote)

142K euro earned media +13 million people reach #1 innovation lead brand #1 responsible brand