We just won a PR Gold Lion at Cannes, with the Purity Test for Aqua Carpatica. This is the 3rd amazing prize we win for this campign, after the Grand Effie in 2015 and Campaign of the Year at FIBRA Awards, in 2016.
Following our strategy of consumer empowerment, Aqua Carpatica invented the Purity Test: a little paper strip that gave people the power to see what kind of water they drink.
Here is the full story:
The first edition of FIBRA Awards was a moment of great joy!
Some of our best campaigns received once again the industry’s recognition.
The Purity Test AQUA Carpatica, which won in 2015 Grand Effie for the most efficient campaign, was rewarded with the title Campaign of the Year at FIBRA. This campaign, that we are very proud of, also won other three important prizes:
Grand FIBRA Promo&Activation
Gold FIBRA Brand Activation
Gold FIBRA Use of New Media for Direct Marketing
Also, the agency was rewarded with Bronze FIBRAExperiential/ Stunts for the campaign Red Carpet for Gopo, developed for BCR, and two GOLD FIBRA for Best Art Direction and Best Illustration, CRAFT, for the movie Back Home.
The “Purity Test” campaign developed for AQUA Carpatica meant a shift of communication for the category segment) of mineral water, in Romania, because it has offered data, information, instead of stereotype illustrations of nature that suggests the water that came from that nature is pure and clean. The case study with the campaign results can be watched here:
The campaign BCR Red CarpetforGopo has managed to synthetize the tradition and the Romanian cinematography with an unconventional activation, supported by BCR. The case study with the campaign’s results can be watched here:
We are very proud, also, for the prizes gained for CRAFT for the Back Home (Acasă la tata) movie poster: two GOLD FIBRA ,Best Art Direction and Best Illustration. The poster ilustrates in a naive painting style the atmosfere of the movie, a Romanian country side one, very well known for it’s humor and self-irony.
The first edition of FIBRA Awards competition gathered 371 projects and 68 agencies and freelancers. The jury has given 3 GRAND FIBRA awards and 21 GOLD FIBRA awards, for the 14 categories and sections of the festival.
The jury of the FIBRA Awards was chaired by Kevin Brady (Executive Creative Director, Droga5 New York) and included EvgenyPrimachenko (Wieden+Kennedy Amsterdam), KarpatPolat (KARPAT), Bruno Luglio (R/GA New York), Robert Nagy (HEAVY), Olivia Walsh (apple tree communications), RadinkaDanilov (Ruskin & Hunt) și Wendy Richardson (72andSunny Netherlands).
Dragobete, a holiday deeply rooted in our genes and far more important than it’s third degree cousin from west, the flamboyant Valentine’s Day, had no symbol of its own. That was so unfair!
Less than a month until the 24th of February, Petrom and we decided to change that. So, the research began. As a result, we came up with 9 symbols, derived from the most popular myths and legends. With more than 20.000 votes along one week of online campaign, Petrom announced the winning symbol on 15th of February – The Joining.
On 24th, the Dragobete day, people who stop by one of the Petrom gas stations will receive the winning symbol as a gift and furthermore, it will have its own Wikipedia page. Justice was done!