brand: RADIO21

group creative director: Catalin DOBRE
copywriter: Andy DANILUC
art director: Ion COJOCARU

Radio21 changed its brand platform to "SIMPLY POSITIVE", encouraging people to a more positive approach on life and all things that come with it.
The BRIEF was to raise awareness around the new claim, having only a few bucks and outdoor media in Bucharest.
So we thought and came up with the This is Romania (Asta e Romania) - campaign, challenging people in Bucharest to enter the website www.asteromania.ro by placing strong white on black messages about the romanian people all over the city.
At first, for teasing, these messages said things like "Romanians don't know how to party" / "Romania doesn't have a future" / "Romanians don't have any hope left" / "Young romanians are superficial".

On the www.astaeromania.ro website people were invited to vote if they AGREE or DISAGREE with these negative messages about the romanian people.
As planned, a lot of people felt offended by these messages and started to talk about the campaing on their blogs and social networks.
We had about 70.000 unique visitors in 10 days that left thousands of messages. Hundreds of blog posts were published during and after the campaign. The website is still online.

When the revealing occured we placed a Radio21-Simply Positive logo over the negative part of these messages, making them positive. We had encouraging mesages like "Romanians know how to party" / "Romania has a future" / "Romanians have hope" / "Young romanians are super"

The images on the street say it all about this campaign :)











and if you want to find out more about it:
Asta e Romania - A Radio21 campaign by McCann Erickson.
Catalin Dobre and Andrei Daniluc about viral mechanisms in recent campaigns: ROM vs Radio21.