Best Ads on TV - Home appliances & furnishing / Interactive - Best ribbon
Golden Drum - Reach - Shortlist
Fibra - Media Relations - Silver
Best Ads on TV - Home appliances & furnishing / Interactive - Best ribbon
Golden Drum - Reach - Shortlist
Fibra - Media Relations - Silver
On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision lead to Romania’s greatest post-communism protest.
We created a campaign for Primus to communicate Primus’ value, which the company felt doesn’t exist in the Romanian political system: honesty.
Romania’s greatest post-communism protest stood against an emergency ordinance that the government passed to help corrupt politicians escape justice. How was a local, 4% construction materials brand, positioned around honesty, show solidarity in this context?
When everybody was protesting against the undemocratic and dishonest way of issuing the ordinance, Primus took to the core of the problem: the government had justified the ordinance with a European Court of Human Rights report that blamed Romania’s poor penitentiary conditions. Thus, it publicly offered to help the renovation of all prisons; with each day the officials delayed retracting the ordinance, Primus would renovate less prisons.
Considered the most effective brand action which supported the protests, the campaign got featured in hundreds of articles, thousands of comments and tens of thousands of shares, reaching millions of Romanians.
But, most importantly, Primus and the National Administration of Penitentiaries have already transformed the adhesives, grout and concrete screed into 18 renovated prisons.