Romanian creatives to watch for in 2018

After last year we presented you the creatives we believed were ready to set the tone for creativity in 2017, it’s time for the 2018 prognosis to be revealed. In no particular order, here are the creatives we believe we’ll influence the creative field considerably this year and the ones to come.

Raluca Matei, Head of Art Jazz Communication

She was awarded the title of Art Director of the Year, by ADC Romania, during a ceremony held this February, for taking part in the campaigns “Together #formagichome” (also awarded Idea of the Year),  “LaMinut, the Romanians’ nr.1 Mustard”, “Time from your time”, Avon (the last one also winning her the second place in the “Best Use of Video” category at Webstock 2017).

She also has in her portfolio a Gold Lion at Cannes Festival, a Gold Effie, a Gold at PR Award 2016, a Gold at Fibra Awards 2016, a DIPLOMA – Internetics – Interactive campaigns – Digital component of an integrated campaign Social campaigns, Political & Awareness Messages,etc for the campaign “Save Our Songbirds”.

Miruna Dumitrescu, Group Creative Director Jazz Communication

With more than 7 years of experience in advertising, gathered in agencies such as: Brandstalk, Senior Interactive, MullenLowe Profero, Leo Burnett, Miruna Dumitrescu was chosen Copywriter of the Year by ADC Romania, for her contribution in 2017 in the campaigns Provident – “Experiment“, La Minut – “The number 1 Romanian’s Mustard” and “Together #formagichome”.

Ioana Zamfir & Alin Sirbu, Group Creative Director & Art Director McCann Worldgroup Romania

Responsible for campaigns such as Fundatia Renasterea – “Brave Cut”, ROM Autentic – “ROM ANTHEM”, ROM Autentic – “ROMBOT” and Mega Image – “Veggie Heroes”, they were declared Copywriter of the Year and Art Director of the Year at FIBRA Awards 2017.

Mihai Vasile, Copywriter McCann/MRM Bucharest

Graduated from the Alternative School For Creative Thinking and the University of Journalism and Mass Communication, he is one of the creatives responsible for the success of the campaign “Romania’s Next Big Vlogger” for Coca-Cola that earned 3 Gold Awards at Internetics 2017 in Culture – Online Branded Content, Communities – Brand Associated Communities and Social Media – Online PR Special Projects, 1 Gold PR Award in Social Media and 1 Silver PR Award in Digital PR.

He is also part of the campaign “Rombot – The first virtual ambassador of a country” for the Rom chocolate bar, Kandia,that won several important awards in 2017: two Silver Drums at the categoriesDigital” and “Activation Programme” at Golden Drum, 1 Silver in Internetics, an award in Media at Eurobest 2017.

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
BRAND MINDS premium announcements straight to your inbox

Subscribe and get 5% discount for tickets

    You agree to our terms and conditions.

    OK, I agree to receive the BRAND MINDS newsletter with information from industry leaders and business experts. The content is related to ultimate technologies, marketing trends and updates about BRAND MINDS events.

    OK, I agree to receive the latest info and offers for BRAND MINDS events when I am surfing on other websites as well. For this, I agree to allow cookies and other online digital marketing tools to personalize site content, social media features and to analyze the traffic by sharing my navigation status with BRAND MINDS SRL advertising and social media partners such as, but not limited to, Meta, LinkedIn and Google.

    × WhatsApp Help