Campaigns That We Admire : Together for MagicHome

Today we start a new series of articles that will go under the umbrella of “Campaigns That We Admire”. We want to bring in front of you ideas that were outside-the-box, that brought emotion, that changed something or that at least tried to. Campaigns on never-seen before ideas.

Therefore, we start with the great MagicHome campaign created by Jazz.

The context

2,500 children in Romania are currently treated for oncological illnesses and 550 cancer cases are diagnosed every year. Children suffering from cancer require medical care at pediatric oncology clinics, which are usually located far from their homes.

However, over 70% of the children come from families with limited financial means, which makes the costs of transportation and accommodation the main cause for children being diagnosed late, treatments or examinations being postponed or interrupted, dramatically reducing the chances of healing.

The idea

On the 3rd of November 2017 MagicMakers, the founders of MagiCAMP, decided to show the parents of ill children that they are not fighting cancer alone. They wanted to show everybody how they live. Literally. Therefore, they launched a fundraising campaign, with a very creative idea that came from the Romanian Cannes awarded agency Jazz and did, alongside all a long list of great personalities and people, what the parents do every day, for months, and even years. They sat. On a chair, next to a hospital bed. “We promised we won’t get up until we would raise the money for Magic Home, a 700 square meters building, next to the biggest oncology hospital in Bucharest. A place they so very much need. To cook. To take a shower. To cry,” says the statement on the campaign’s website.

What it is

MagicHOME is a real chance to treatment, a shelter that can help both parents and their children to keep going by offering them decent living conditions throughout the treatment: bathrooms with showers, the possibility to wash and dry their clothes, free meals, inside and outside playgrounds, psychological support and art therapy.

“It’s a campaign that got me emotional, that moved me and that reminded me of why I am working in advertising. It became viral, successfully surpassed its objective and brought us all that GOOD that we needed like air,” said Bogdan Vintila, group creative director Graffiti BBDO & ADC Romania member.

The Jazz team was formed of Raluca Matei, Roxana Cozaru (art directors) and Andreea Ghenoiu, Alina Varlanuta and Miruna Dumitrescu (copywriters). The campaign was declared Campaign of The Year at the ADC*Ro Awards.

The PR agency Rogalski Damaschin got involved to help push promote the campaign to the local media and key influencers.


The project launched on November 3rd 2017 and within 20 days, and with the help of 636 sitters, the charity reached their goal. They raised €309,000 and recruited 115,000 monthly donors. The campaign performed well in the country, reaching 66% of Romanian Facebook users with the campaign video being viewed 1.1 million times.
The fund will be used for the construction of the MagicHome house, a 700 square meters building, situated next to the Bucharest Oncology Institute and Fundeni Clinical Institute and it will accommodate 25 and 30 people a day, providing nearly 10,000 meals a year.
Why we like it:
  • simple and powerful great idea
  • total dedication from all the parties involved
  • emotion put at its best
  • unforgettable and with great results
  • strong message, carried out voluntarily by over 660 people
  • the best proof that creativity and a great idea can change the world for better
  • The Top Romanian creatives setting the tone for 2017

    For some years now Romania is setting the creative beat in the CEE, by winning almost all the editions of the Golden Drum Festival and by giving the CEE countries some very talented creatives and client service persons. We are also seeing a breakthrough at Cannes Lions and other important international festivals.

    Therefore, we decided to offer you the name of the people we consider to be the next names to watch out, the future Creative Directors, the ones that are actually setting the tones of the recent campaigns. In no particular order, we give you:

    Andreea Ghenoiu (Group Creative Director Jazz Communication)

    Passionate copywriter, in love with advertising, ideas and people, Andreea gathered so far almost 10 years of experience, big projects, both national and international, awarded in competitions such as: Cannes Lions, Golden Drum, Golden Hammer, Effie Awards, ADC Awards, Internetics, Webstock and PR Awards.  She is always thirsty for good work and great ideas. She is responsible for having the great idea of the “Save Our Songbirds” campaign that brought Romania the only Gold Lion in Cannes in 2016 and that made it one of the only 15 campaigns in the entire world to have won both a Lion in Cannes, proving the creativity, and a Gold Effie, demonstrating the efficiency. A result that received a presence in The Gunn Report.

    Sebastian Olar (Group Creative Director Publicis Romania) 

    Sebastian is a marketing graduate, Nicholas Cage doppelgänger and probably the first ticket inspector ever to become a copywriter. After quitting public transportation in 2008, he graduated the Art Director’s Club School and started copywriting for McCann Bucharest. That’s when he started winning metal statues in most of the national and international advertising festivals, including One Show, Cannes Lions, Clio, Eurobest and New York Festivals. That also got him “The Young Professional of the Year” title at the IAA Excellence Awards. After one year of being the Creative Director of UNTOLD, Europe’s best major music festival, as of October 2016, his business card says Creative Free Spirit Graffiti BBDO, working mainly on the Pepsi account.

    Miruna Macri (Senior Art Director at MRM // McCann Romania)

    Soon after she graduated from Miami Ad School, Miruna started her career as an Art Director at Publicis Bucharest. From there, her focus went in the digital field and joined MRM//McCann Bucharest. Throughout her career, she has worked for brands like LIDL, Renault, Nissan, Visa, Nestle, Coca-Cola, KFC, OMV, Uber, The Automobile Club of Romania, Paul, etc.

    Her work has been recognized at Cannes Lions, D&AD, Eurobest, Golden Drum, New York Festivals, Fibra, Creativity International Awards, Applied Arts Magazine, Summit International Awards, ADDY’S, Young Guns, Internetics and many more. The FIBRA Awards jury named her “Art Director of the Year” in 2016. She is part of this year’s New York Festivals’ Grand Jury, in the Design category.

    Sandra Bold (Head of Copy MRM// McCann Worldgroup Romania)

    Sandra started her walk on Advertising lane by quitting her architect job and trying on the copywriter dress. She is very happy to work on both regional and global projects for which she has been shortlisted 5 times in the last two years at Cannes Lions Festival. Her list of awards starts with Creativity awards, Golden Drum, and the first Gold at Eurobest for a Romanian digital agency and ends with local shows. She was awarded the title of “Copywriter of the Year” at FIBRA Awards 2016.  Sandra is also half of the pair that initiated the series of events ” Lady Steps“, supported by ADC Romania.

    Simona Suman (Group Creative Director Jazz Communication)

    Simona has been passionately crafting creative campaigns for more than 8 years, in agencies big and small, from FCB to Young & Rubicam, McCann and more recently Jazz Communication, in 3 different countries: Romania, Hungary and Czech Republic. She’s developed integrated campaigns, combined with smaller, soulful projects for international and local clients: Vodafone, MasterCard, Provident, Lay’s, Mega Image, Arctic, Grand Cinema and many more. Her work has been locally and internationally awarded in festivals such as Eurobest, Golden Drum, ADC Europe, Effie, as well as local shows. She is also part of the New York Festivals’ Grand Jury in the Outdoor / Out Of Home Marketing. Simona is the other initiator of the project “Lady Steps”.

    Victor Oprisan (Group Creative Director MullenLowe)

    Victor, aka “the Viking”, is a Group Creative Director with over 10 years experience in the idea business. He joined the MullenLowe Romania team in April 2013, after +6 years spent in local and multinational advertising agencies. Throughout his career, the Viking smashed the creative anvil for Romanian as well as international clients like Doritos, Carlsberg group (Guinness, Skol), Molson Coors (Beck’s, Stella Artois, Staropramen), Unicredit Bank,Bancpost, Groupama, Mercedes-Benz, Orange, Zizin, to name a few, winning several awards in creativity and efficiency festivals, including a Gold Effie for his national campaign Varu’ (The Cousin). In 2016, together with fellow GCD Andrei Munteanu (aka Beni), he qualified in the Semi Finals of the Global Doritos Crash the SuperBowl Contest, missing the million-dollar award by a thread. He is also part of this year’s New York Festival Grand Jury, in the category of Branded Entertainment. 

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