Premiile obtinute la FIBRA #2:
GRAND FIBRA/[EVENTS]:
Lego Ethnics / Baneasa Shopping City – Imagination Expo / FCB
- GOLD FIBRA @ Learning and Exhibitions
- GOLD FIBRA @ Brand Activation
- SILVER FIBRA @ Product Design
PRESENTING THE CASE
Campaign / Execution Summary
LEGO ® Ethnics is a collection of Romanian traditional costumes made entirely with LEGO bricks. It comes in 6 different patterns, representing 6 historical provinces of Romania and the costumes are identical to the centuries old originals. Presented as an alternative learning material for Romanian kids, LEGO ® Ethnics was launched in schools in our country and abroad as part of workshops.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
Foreigners know more than our kids about Romanian traditional gowns and culture. Because the little ones lose contact with the original culture, a mall decided to use their CSR programme to teach them about “traditional fashion”.
RESULTS
More than 2000 children learned through play using LEGO ® ETHINCS. 65,893,805 Total Media Impressions and partnerships with the Ministry of Education and the Ministry of Romanians Abroad will expand the learning project even more.
INFO
Agency/Company: FCB
Entry Case Title: Lego Ethnics
Brand: Imagination Expo
Client: Baneasa Shopping City
CREDITS
Senior Art Director: Viorel Holovaci
Senior Copywriter: Olivia Spanu
Head of Art Direction: Emanuel Borcescu
Head of Copywriting: Dragos Raicu
Account Manager: Ana Fara
Account Manager: Mihaela Bivol
Account Director: Delia Soare
BTL Manager: Marian Enache
BTL Manager: Alex Puiu
Producer: Ionut Stan
Head of production: Gabriela Pricop
Client Service Director: Sorina Borcescu
PR Director: Alina Stefan
PR Manager: Alina Jijau
PR Executive: Alexandra Nedelcu
Creative Director: Claudiu Dobrita
