The topic is not important, the result is important. After all, you can create art in advertising from cold, playing cards or toilet paper. Romanian themes, hopes that local creators fought and won, as revealed by Top ADC*RO for November 2023.

Miruna Dumitrescuthe creative director of the Publicis group, who is part of the ADC*RO jury, explains the evaluation mechanisms and the methods of awarding the top places in this top:

“First of all, I’d like to reiterate, even though it’s probably been reported before, but I think it’s OK to reiterate that we’ve decided together that there should be silver prizes offered in the ADC*RO top, but especially gold with with much higher requirements and with more attention to everything that a good advertising work should contain: from understanding, to idea, to execution and craftsmanship. This is also because works awarded gold and sometimes also silver go further in European competitions and must be at such a level to have a real chance there as well.

Despite this, the ADC*RO Top remains a barometer of the quality of daily work, which aims to encourage above-average creatives to appear more and more often. That’s why being shortlisted or bronze is no small feat, and we congratulate everyone who achieves these positions. The explanation of our choices with each vertex can be interpreted as feedback for the selected works, and the aim is to give people in the agencies an objective opinion that, if they see fit, they can use to improve their work.” , – says Miruna.

Miruna also briefly presents the best ADC*RO campaigns for November 2023 and gives detailed feedback:

We’re moving into evaluation this month: we have a shortlist for Save the Children and the campaign Don’t play games. The gesture itself is highly appreciated. Any campaign aimed at keeping children away from gambling should be encouraged. We also liked the “play not games” message and its contextual use near high schools and schools. The challenge for us was using an online cutlery and plate icon that was targeted at someone else, namely the influencers promoting this product category.

I understood that using a symbol known to the target in high schools and schools was to make it easier for them to understand what the play not games message was about, but beyond that purpose I felt the symbol was confusing. “Don’t be a roaster” – Don’t play games – loosely translated – distracts you from the main point – kids, stay away from this. Either way, I thought it was an important campaign that deserved to be on the list.

Black Friday – Kola Kariola shelter and thank you. In the crowded context of Black Friday, the adoption of puppies seemed very new to us. Yes, it’s another “different” Black Friday campaign, but it has a purpose and a purpose, and well, it’s with puppies. Yes, even we put a bot on him. The association of puppies with the latest gadgets in giving love seemed cute, if a little whimsical, but again meaningful.

The fact that there is a real problem: puppies with black fur are 50% less likely to be adopted gives even more meaning to the campaign, which is not just about bringing something different or unusual to the Black Friday context. The downside we felt, and we say this with a heavy heart, is that it doesn’t seem like these puppies, while extremely cute (we don’t discriminate), are truly adoptable dogs. For some reason, I felt that models were used – images with the names of presentations, which somewhere we understand, but cannot ignore. In any case, a berry good campaign 😀

Tazz knows about cravings – From the team, we immediately understand that this is “Forza Dynamo!”, from the music we are surprised by Direction 5, because of which this whole performance acquires a completely different taste. (pun intended) While I didn’t feel the power of the concept per se, it’s a great example of taking things to the next level from execution and finding situations that you just enjoy looking at. Again, this is a great example of using music. Every detail of the performance was used to the maximum, for which he received a bronze.

Couture elves – Elite toilet paper – Short sheet. And here again we appreciated the idea, but we think it was presented a bit complicated or not enough to do it justice. If we read the board to the end, we can see that the money this Elfi sku earned was completely donated to the Pneumophysiology Hospital in Cluj. This means that this first luxury paper not only carried the message that hygiene should not be a luxury, but also helped the hospital become cleaner.

In the stages described on the board, we start with: we are a small Romanian brand that is not talked about, so we created the first luxury toilet paper to be talked about, and when they started talking about us and asked the price, we announced , that all the money goes to x. It took me three turns to get to the noble goal, and the noble goal seems somewhat forced to the point – hygiene shouldn’t be a luxury. However, there is a tease, there is a reveal, it was a notable campaign, we just think it could have been presented better and more directly.

bixtonym – The market is silver. Here we noted first of all the craft. We think this is a print made with great skill and a cool idea in a category where you will never see ads like this again. This modern version of the market, where a man has a cold and acts like he’s dying, seems funny and clever to us, but we missed something that we found in this place, which is the understanding that when a woman and a person have a cold, they react in different ways. different One: “It’s okay dad, it’s mom’s thing, she’s just exaggerating” we missed, but still thought it was above average work for the month, he says Miruna Dumitrescucreative director of the Publicis group.

So, let’s take a look at the best November campaigns from Ro advertising, as recognized by the ADC*RO jury.

SILVER

• Last Breath – Rusu+Bortun & Bixtonim

BRONZE

• Tazz knows how to eat – Jam Session Agency & Tazz by eMAG
• Pet Black Friday – DDB Romania and Kola Kariola Shelter, Thank’Q

SHORT LIST

• Efli Couture – MAINSTAGE THE AGENCY & Elfi
• Play, not games – Save the Children & Golin

The TOP ADC*RO jury in this edition consisted of the following members of ADC Romania:

• Miruna Dumitrescu, Publicis
• Cătălin Rusu, Rusu + Bortun
• Theodore Sandu
• Andrey Genou, Jam Session agency
• Silviu Antoje, Mullen Lowe
• Liviu Tsurkanu, Mercury 360
• Laura Belk, Freaks
• Oleksandra Buligescu, Jam Session agency
• Dani Macari, Ogilvy

The next edition of TOP ADC*RO

• Monthly publications.
• Designing works:
  >> Any agency in Romania can register their piece/campaign for ADC*RO Top using this form.
  >> Any member of the Romanian creative communities can propose a work/campaign by emailing TopADC@IQads[dot]EN
• Registration for each edition can be done until the last day of the corresponding month.
• The judging process will last 2 weeks and we will announce the results in the middle of next month.

ADC Romania aims to make the creative idea the most important topic of interest and conversation in the industry, to protect the criteria that define a creative idea, to emphasize and honor the role of the creative person in the industry.

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