1. TRIFOLIO/2005-2013_
copywriting///||||a
creativeastrategy///
___artadirecting
FROMaLOGICaTOaMAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/

2. This is the marvelous & spectacular collection of fine art, prints & copy from:
BRANDING & ADVERTISING
ESTD
SINCE 2005
1977

3. I am many. Copywriter, creative strategist,
sometimes art director. No wonder I was called
Phillo, the lover of wisdom. I stay modern yet
classy, having a flair for books, poetry and
philosophy. But also for bikes, sports, movies and
computers. A man of many talents and wonders...
UNITED STATES OF TABREA

4. From Logic to Magic! TM
I put rational into inspirational, gems into stratagems.
Brandomania and passion for brilliant campaigns.
<
<
R/ZV/N-C/LIN T/BRE/
architectural thinking
since 1977
>
Either way, it’s about taking the brands into very, very serious.

5. N
S
So I deal every action with attraction! A magnet of glorious moments, places, people & ideas..

7. >
IblovebpioneeringDbSinceb2GG5CbIbhadbthebprivilegebtobaccomplishbabfewbmarcommb
premieres:
zbThebfirstbmajorbplayerbgasbstationbshopbcreatedbtobcompetebwithbbigbnamesblikebHEIborb
VIVA:bSAVORbbybLukoilCbBucharestCb2GG9D
zb Theb biggestb Europeanb Championshipb organizedb inb Romaniab everCb Eurob Dogb Showb
2GF2CbBucharestCbforb5GbGGGbpeoplebandbtheirbdogsD
zbThebfirstbresidentialbgreenbbuildingCbStudiumbGreenbCampusCbClujCb2GFFD
zThebonlybuncoventionalbcampaignbforbFlancoCbatbthebClujbstorebreopeningCb2GF2Db
zb Creatingb theb firstb tourismb brandb forb ab cityCb TurdaCb 2GFFCb andb forb Salinab Turdab zb noDb Fb
touristbattractionbinbTransylvaniaD
b

8. Copywriter,-Clipart-Advertising,-2005
Copywriter,-Imagine-Tact,-2007
Copywriter-&-Creative-Strategist,-MSA-Advertising,-2008-present.
Freelancer---copywriting,-logo-&-graphic-design,-2007-present.PortfolioFatFMS39FI7’FSavorFmLukoilHTFEuro7ogShowFbBWbTFShowtailorsFFinlandTFFlancoTF
3ngelliyFpartFofFtheFGermanFHenkellFpF’oNFGroupTFTransylvaniaF’ollegeTF
TakkoFFashionTFTheFNightFofFtheF37FEatersF®TFTurdaFSaltFMineTFTurdaTF“TF7irectTF3utoworldTF
WeberTFTagorFPropertiesTFMuresFMallTF3llviewFetFaliiN
FormerFaccounts9FR33LTF3quaservTFFamiliaFTonelliTFFilarmonicaFdinF’lujTF
’apayFrebrandedFnowFintoFPatriaF’reditTFEbeweTF7istrigazTF3peleFRomâneTFIsoporTFPlusFGSMTF
NaturlandTFU““FyFFacultyFofFPsychologyTFU3PF’lujTFMOLFRomaniaTF’lujF3rtFMuseumFetFaliiN
Studies9F
HighFSchoolFMatriculationTF3NINF’uzaFNationalF’ollegeFmWOObyWOOzHTFintenseFactivitiesFatFNationalFandF
InternationalF„Olympic”FSchoolF’ontestsTFsuchFas9FOlimpiadaFdeF’ulturaFsiF’ivilizatieFRomâneascaTF“railaTFWOOzF
–FspecialFmentionFandF„NicolaeFIorga”FNationalFPrize6FRomanicFWorldF’ontestFmLumeaFRomanic HTFIasiTFWOOjF
–FRFrdFplaceFandFSpecialFPrizeN
FacultyFofFPhysicsTFmWOOOybBBRH
“3TFM3FinFPhilosophyFmbBBBybBBjHTFgraduationFpaper9FTanatologyNFTheFScienceFofF7eathFinFtheFThinkingFofF
HeiddegerTFRosenzweigFandFLevinasTFfollowedFupFbyFinquiriesFinFPhenomenologyTFSemioticsFandFPosty
StructuralismTF““abesy“olyai”FUniversityF’luj6Fstudent’sFEuropeanFmobilityFatFPoitiersFUniversityFmFranceHN
M3FinF3dvertisingFandF’ommunicationTFbBBâTFgraduationFpaper9F“randingFaFnationNFTheFRomanianF’aseNF

9. During’these’9’years’of’experience’in’branding’&’advertising,’I’was’able’to’obtain’an’unique’grafting,
’with’many’scions.’The’fruit’is’tasty’and’colorful.’It’s’the’rainbow’fruit’of’qualities.’
THE SEEDS OF ANALYSIS
TASTE FOR EXOTIC IDEAS
NATURAL COHERENCE
A GREENER INSIGHT
SHEER PASSION
WELL BALANCED HUMOUR
THE RAINBOW FRUIT.

10. Although I'm not much into labeling....
GREAT WITH WORDS
||||||||||| R/ZV/N-C/LIN T/BRE/
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/
SPOTS THE DIFFERENCES
||||||||||| R/ZV/N-C/LIN T/BRE/
RAINY FRESHT/BRE/ COOL
& MINTH
||||||||||| R/ZV/N-C/LIN
AIME LA FRANCE, ACT BRITISH
||||||||||| R/ZV/N-C/LIN T/BRE/

11. #
*
CAMPAIGNS, FAVOURITES ADS
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/

12. InTDecemberTj=GjTmyTcolleaguesTfromTMSATpresentedTinTBucharestTaT
fullTj=GETcommunicationTandTadvertisingTplanTforTTassullo/
TheTtwoTscriptsTwereTpresentedTinTorderTtoTemphasizeTtheTqualitiesTofT
theTTassulloTconstructionTproducts!TusedTbyTtheTsmartestTandTeducatedT
oldThands…T
InTMayTj=GETTassulloTcameTupTwithTaTveryTfamiliarTTVTAD…THm!T
strange!Tanyway!TisTniceTtoTseeTyourTideasTturnedTintoT“concrete”TrealT
adsTandTcampaigns/TAnd!TBTW!TmyTscriptTwasTbetter.
T
http:??www/youtube/com?watch?v=thGjhsqEUEo
STRATEGIE COMUNICARE TASSULLO
CONCEPT 1
„Cum se dădea Like înainte?”
Imagine)cu)muncitorii)pe)o)schelăO)lucrând)la)exterioriul)unei)clădirij
Pe)stradă)trece)o)domnişoară)elegantăO)sexyj)Unul)dintre)muncitori)îi)face)semn)cu)capul)unui)coleg
Dpe)ecran)apare)BuzzLbO)iar)acesta)începe)să)fluiere)în)direcţia)domnişoarei)Dpe)ecran)apare)Likebj
Tipul)de)fluierat)este)preluat)apoi)de)întreaga)echipăO)iar)imaginea)se)umple)cu)imagini)cu)Like/urij
Tipa)merge)mai)departeO)indiferentăj
Muncitorul)iniţial)adaugă)în)încheiere:
„DegeabaO)măO)nu/i)de)brigada)noastrăL”)Dpe)ecran)apare)butonul)„Unfriend”bj
VOvmesaj)pe)ecran:)„Din)fericireO)astăzi)avem)TASSULLOL”j

13. STRATEGIE COMUNICARE TASSULLO
CONCEPT 2
„Ce avea pe Wall un zidar, înainte?”
Este’binecunoscut’faptul’că’muncitorii’își’lipeau’înainte’postere’sexy’pe’pereții’din’baracă
sau’în’zona’vestiarelorD
Este’recreată’o’astfel’de’ipostazăO’un’muncitor’întreabă’„Ia’să’vedem’ce’și/a’mai’pus’Ionel’pe’pereteDDD”O’:pe
ecran’apare’simbolul’Ionel’s’Wall!’iar’restul’echipei’începe’să’râdăD’Camera’baleiază’apoi’niște’postere’cu
fete’sexyO’iar’la’final’camera’se’oprește’pe’o’poză’alb/negru’co’o’tânără’gen’„elevă’la’liceul’agroindustrial”D
Replica’primului’muncitor:’„EiO’se’pare’că’Ionel’vrea’să/și’pună’pirostriileW”’:pe’ecran’apare’mesajul’Ionel’ is
in’a’relationship!D
VOTmesaj’pe’ecran:’„Din’fericireO’astăzi’avem’TASSULLOW”
copyright msa – The agency for the brand new markets
wwwDmsaDro

14. SavorN–NThereNcanNbeNonlyNone.N
AndNitNwasNatNtheNbeginningNonlyNoneNbrandNableNtoNcompeteNwithN
theNbigNnamesNinNgasNstationNhospitalityNandNcafés,NlikeNViva,NHeiNorN
evenNNoroc.NPropelledNbyNLukoil,NSavorNshouldNhaveNbeenN
developedNatNnationalNlevel,NasNaNmajorNplayer.NTheyNjustNdidNonlyN
twoNshopsNinNBucharest,NandNsoonNafter,NdueNtoNcrisis,NSavorNrunN
outNofNgasN)punNintended.).
branding bar staţii Lukoil România | Savor | 3
Naming,Ncopywriting,NcreativeNdirection.
Argument naming
Identitatea Savor
Identitatea”Savor”e”construită
în”jurul”ideii”de”relaxare,”de
pauză”binemeritată”pentru
reîmprospătarea”energiei,
f e”după”un”drum”obositor,
f e”alături”de”prieteni,”după
o”zi”plină”de”aventură”prin
oraş.”Corpul”de”literă”este
unic,”are”forme”rotunjite,”şi
sugerează”odihna,”atmosfera”primitoare”care”îmbie”la
vorb㔺i”interacţiune.”Culorile
alese”sunt”cele”ale”lemnului
înăuntru,”într-un”spaţiu”plin
de”căldură,”iar”verdele”este
culoarea”regenerării,”a”promisiunii”unei”pauze”revigorante.
Sloganul”„”şi”mergi”mai
departe””compune”alături
de”logo”nucleul”atributelor
brandului”Savor:”ocazia”unei
pauze”binemeritate,”necesară
reîncărcării”cu”energie.
„Mai”departe””accentuează
în”acelaşi”timp”benef ciul
continuării”drumului”în
Numele”atrage”prin”gama
de”senzaţii”şi”stări”pe”care”o
evocă”la”nivelul”consumatorului:”savoare,”atmosferă
primitoare,”relaxare.”Numele”are”la”bază”un”nucleu
latin,”şi”este”înţeles”în”majoritatea”limbilor”europene,
având”forme”semantice
asemănătoare”(de”exemplu”în
engleză,”francez㔺i”română).
Consumatorul”savurează
clipele”de”odihnă,”iar”numele

16. Tagor)Propreties)is)one)of)the)biggest)real)estate)developers)in)Eastern)Europe.)Tagor)Capital)Ltd.)2TASE:TAGORk,)
is)involved)in)the)acquisition,)development,)and)renovation)of)real)estate)properties)and)projects)in)high)growth)areas)
in)Eastern)Europe,)with)a)particular)focus)on)Romania.)Their)first)project,)a)residential)area)made)of)12)blockhouses.
IDmadeDtheDfirstDnamingVDsloganDandDlogoDproposalsVDinD2j12GDAfterDmanyDdiscussionsDwithDtheDmultinationalDboardD
ofDinvestorsDatDtheDBucharestDheadquartersVDtheyDdecidedDtoDgoDwithDmyDnameDADORAGDAfterDseriesDofDconsultationsD
withDSHIRADSHECHTERVDnoGD1DinDIsraeli’sDadvertisingDandDbrandingDindustryVDwe’veDbeenDchoosingD
“ADORADURBANDVILLAGE”DasDtheDfinalDandDuniqueDnameDofDtheDprojectG
IDmadeDitDwithDprideVDforDoneDofDtheDmostDvaluableDrealDestateDprojectsDinDBucharestGD
Naming, Copywriting, Sloganizing, Research, Strategy, Art Directing.

17. Adora Residence
Attributes: openness, friendship, emotion, feminine look,
memorable, warmth, hospitality
AdoraE–EaEnameEfullEofEpassionkEopennessEandEfriendlyEvibes.
AsEaEwordkEitEprovidesEmultipleEassociationsEandEmeanings.ETheELatinEtermkEatEtheEorigink
meansE„toEequipkEfurnishkEembellish”.EAlsokEitEisEpresentEinEmanyEEuropeanElanguagesEwithEa
senseEoEbelongingkElovingEandEadmiringEsomebodyEorEsomething.
ItEisEveryEsuitableEasEaEnameEforEtheErealEestateEdevelopmentskEbecauseEitsEshortnesskEinner
melodyEandEtheEpresenceEofEtheE“a”EopenEvowelskEsymbolsEofEelevationkEdesireEandEfeminine
presence.
NotEtoEmentionEtheEfactEthatEAdoraEJHebrew: ‫הרודא‬kEalsoEAdorahMEisEanEIsraeliEsettlement
ֲ◌ ָ◌
andEaEcommunalEvillageEinEtheEJudeanEMountainsEinEtheEsouthernEWestEBankkEnorthwestEof

18. FlancogisgnowgthegmostgdynamicgelectricgandghomegappliancegprovidergforgthegRomanianghomesOgWhengtheygcomeg
backgingClujgaftergangabsencegofg5gyears”gweghadgtogcreategagsonorousgre:enteringgongthegsecondgmarketgafterg
BucharestOg
IgdevelopedgagstronggteaseDrevealgcampaign”gongprint”goutdoor”gflyersgandgunconventionalg“peoplegannouncingg
strangegthingsgatgintersectionsgandgzebragcrossings”gduringggreenglightxOgThegideagwasgtogportraygfirstgsomeg“excitedg
Jehovah’sgWitnessesgfeelingglike”gpeople:ghappy”gsmiling”graisingghandsgandgshoutingghurrayOgOfgcourse”gthegteaserg
wasgaghit”gthegClujeneersgweregthinkinggaboutgconventions”gpoliticalggatheringsgorgneo:protestantgmeetings”geagergtog
seegwhatgallgisgaboutO
Digitalgandgonglinegcampaigngwasgnamed:gFlancoOgRe:Store@Cluj
Naming, sloganizing, art directing, web, unconventional.

19. In.fact,.it.was.all.about.the.rediscovering.of.the.happiness.provided.by.shopping,.accordingly.
to.„Bucuria.de.a.cumparaY”,.Flanco’s.slogan.back.then.
Yeah,.it’s.pure.hedonism.and.consumerism,.I.know..

21. Seems like the concept of a new Flanco attitude was a good "inspirational" starting
point regarding their new positioning.
I was astonished by the visuals portraying the new Flanco...
Different faces, same attitude... Happy shiny people smiling...
Flanco, you did it :)

22. NokiaJ–JtheJbiggestJWesternJbrandJinJClujJhasJbeenJorganizedJaJrecruitmentJcampaign,JinJorderJtoJattractJbestJbrainsJ
forJtheJITxCJDepartment,JJavaJmastersJtoJworkJforJOviJ–JNokia’sJplatformJregardingJmapsJxJapps.
WeJconceivedJaJmixJbetweenJlocalJandJfolkJmotives,JbasedJonJhumorJandJpopularJwit.J
No,Jkiav
Copywriting, creative direction, 2010

24. BancaCTransylvaniaC–Cyes,Cit’sCnotCaCbloodCbankCforCtraditionalCandCfrugalCvampireC
grabsjCIt’sCtheCfirstCRomanianCbankCheadquarteredChereCinCCluj,CsoCweCtookCtheClocalC
prideCdoingCtheseCfunnyCyetCaccessibleCprintsCforCtheirCservicesCofCdirectCin-shopC
loans.

26. știaţiNcă?
Sometimes inspiration strikes in small
sizes, but in huge and tasty amounts.
Here we have the Codrisor Steak House
menu, filled with chopsticks,
imagination and Transylvanian spices.
CIORBE
„dorinţeNfierbinţi”
CiorbeâunuuvorbePuLauJupânu’unuFiudeuglumăucu
zeamaudeuvoieubunăâuînucareubolborosesc
verdeţuriuaromateâulegumeuproaspeteâușiucarneugustoasă)
GUSTĂRIN RECI
DpentruN2Npersoaneb
„mezelăriaNdregătorilor”
SăuteutotuîntreciâulauGUSTĂRIuRECI)
DragiuboieriâupoftiţiulaufeliiudeuplăcereP
BRÂNZETURI
DpentruN2Npersoaneb
„cavaleriaNeuropenească”
Oulecţieudeugastronomieuesteușiuunaudeugeograf eP
PlimbăFţiuprinuceruluguriiuceleumaiugustoase
BRÂNZETURIudeupeumapamondP
CeumaiâuteusimţiucauunulordP
BrânzeturiNfine
MuMozzarellaâuSchweitzerâuBrânzăuFetaâuBrânzăucuumucegaiâumiezudeunucăâ
mărâuboabeustrugureâubiscuiţiusăraţiuz
SALATENDEN CRUDITĂŢI
„trufandaleNdeNsoi”
LauJupânu’uneuplacucrudităţileâuprospăturileâutrufandaleleP
Hrănitoareușiudegrabăuaduseâ
SALATELEuDEuCRUDITĂŢIu auuaromeunespuseP
GUSTĂRIN CALDE
„bunătăţiNdomnești”
BineFașteptatușiuneobositucălătorâ
teupoftimuinimausăuţiFouîncălzeștiâucuuapetisantele
BunătăţiuDomneștiP

27. meniuTuniversal,TdeTmareTartĂTgastronomicĂ
anulTi,T2011
„Nu există dragoste mai sinceră decât dragostea pentru mâncare”
G.B. Shaw
cineTseTculcă
nemâncat
codriTvisează,
LaTJupânu’,TaiTporţiiTbabane,
plineTdeTsavoare.TToate,Tla
preţuriTmici,TdeTsărbătoare:
spuneTproverbul,TînsăTdacă
viiTlaTCodrişor,Tmănânci
bineTşiTdormiTuşor:
Îlv ştiţiv pev Jupânu’,v celv maiv straşnicv măcelarv şiv mezelar
dev soiv domnesc.v Dev acumv înaintev îlv găsiţiv lav elv acasă,v la
restaurantul-terasăv alv hoteluluiv Codrişor:v Lav Jupânu’b
Tevprimimvcuvdichis,vtevprimenim,vapoivlavmasăvtevpoftim.
Dacăvvreivsăvmănâncivbinevmezelurivf ne,vşunculiţevşivsalai
Luaţiv aminte,v cuconiv şiv feţev domneşti,v ăsta-iv unv locv să
muriv proaspete,v cârnăcioriv sfârâitori,v pastramev şiv cotlete,
totvpovesteştib
jamboanevrozaliivşivmuşchiuleţevvesele,vslăninuţevşivceivmai
articoleleTdeTazi:
măriceivmititei,vaivnimeritvlavloculvpotrivit:vLavJupânu’b
„Cinevsevculcăvnemâncatvcodrivvisează”,vspunevproverbul,
însăvdacăvviivlavCodrişor,vmănâncivbinevşivdormivuşorb

28. PREPARATE, LA,GRĂTAR
DIN,PORC,DE,CASĂt
AFUMATE,TRADIŢIONAL
„smoky,ghiţă”
MÂNCĂRURI, GĂTITE
„gloria,boltei,palatine”
VEam)pregătit)cu)spor)MÂNCĂRURI)GĂTITET
făcute)cu)grijă)și)dichisT)pentru)prânzuri)și)cine)de)vis.
Rareori)mesenii)au)ocazia)să)mănânce)bunătăţi)făcute)în)casă
Âhomemade)goodiesT)cum)ar)zice)englezuMNÎ
SPECIALITĂŢILE,JUPÂNULUI
PREPARATE,LA,PROŢAP
La)Jupânu’)este)locul)unde)bucătariiEalchimiști
și)prepară)minunăţii)care)nuEs)de)găsit)în)altă)parte.
„à,la,ţepeş”F
Ce)bine)alunecă)pe)gâtlejT)cu)un)zgomot)uşorT
stropite)cu)un)vin)bunÎ
PREPARATE,DIN,PEȘTE
„file,de,poveste”
Un)pește)proaspătT)de)apă)dulce)sau)săratăT
pe)sprânceană)ales)și)frumos)rumenitT)e)mereu)bineEvenit.
SALATE
„atlas,botanic,la,farfurie”
Ca)să)dreagă)bine)meniurile)domneștiT
o)salatăEi)musai)să)primești.
„comorile,gurmandului”
PREPARATE, LA,GRĂTAR
„bunătăţi,înfocate”
Încingem)grătareleT)apoi)încingem)petrecerea.
Întreaga)pleiadă)de)bunătăţi)de)la)Jupânu’T)gustoasă
și)proaspătăT)tratată)fără)milă)pe)grătare)arzătoare.
Poftă)mare.)Jupânu’)vă)recomandă)să)stingeţi)focul
cu)un)vinișor)sprinţarT)alb)sau)roșu.
GARNITURI
„liziera,de,aurF”
Jupânu’)are)GARNITURI) împărăteștiT
feluriteT)și)foarte)bine)gătiteÎ

29. FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/
InT2007TITcontributedTtoTtheTMOLTRomaniaTCSRTcampaignTvPotTajuta?v!TTheTprojectTinolvedTnotoriousTRomanianT
athletesTlikeTCameliaTPotecwTEmanuelTGyeneswTVioletaTBecleaTandTSimonaTAmnar!T
CollaboratingTwithTTheTPracticewTITwasTinTchargeTwithTallTtheTcopyTandTpressTreleases!TMyTfirstTtrophylT
În”3qq7”Forumul”Donatorilor”din”România”a”nominalizat”MOL”România”ca”fiind”“Cea”mai”generoasă”companie””pe”baza”sumei”alocate”
programelor”de”CSR.”iar”la”PR”Award”în”3qq7”programul”“Pot”Ajuta””a”fost”distins”cu”premiul”Silver”Award”for”Excellence:
http://www:iqads:ro/ad_7993/mol_pot_ajuta_poster_proiect_csr_sprijinire_tinere_talente_3qq7:html

30. NightcofcthecAdcEaters®
2009,c2010,c2011,c2012.cManycnights,cmanycadscandcsleeplesscloverscofcbothcfilmcandcadvertising.cIccreatedcthec
maincconceptscandcvisualcthemescofcallctheseceditions,ctouredcallcaroundctheccountrycbycMSAcEventscfeaturingc
DaKino,cthecfranchisecownerscforcRomania.cSomecsortcofcacmeta-advertising,cactripcintocworldwideccreativity.c
Naming,cCreativecDirection,cPR,cCopywriting.

31. UNCONVENTIONAL APPROACH - LADIES AND GENTS TOILET DOOR AND MIRROR STICKERS!
Cu... jet, deci exist!

33. EUROzDOGzSHOWz2012zBUCHAREST
ThezfirstzEuropeanzChampionshipzorganizedzinzRomania,zanzeventz
ofzmagnitudezthatztookzplacezatzRomexpo.
Copywriting, PR activities, web content.
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34. ThezfirstzEuropeanzChampionshipzorganizedzinzRomania,zanzeventzofz
magnitudezthatztookzplacezatzRomexpo.
Copywriting,2PR2activities,2web2content.
http://msa.ro/agentiidepublicitatecluj/events/index.php/ro/euro-dogshow-2012-ev
||||||||||| R/ZV/N-C/LIN T/BRE/
EUROzDOGzSHOWz2012zBUCHAREST

35. TEILOR.NTheNRomanianNjewleryNbrandNwithNaNclassyNfeeling.NAndNtheNfirstNshowroomNdedicatedN
toNluxuryNproducts.NNow,NinNaNfullNnationalNamdNinternationalNexpansion,NwithN20NshopsNandNaN
clerNelaboratedNstrategy.
ș i a c u m , u r m Ă t o a r e a d o r i n ŢĂ
irezistibil.
w w w. bi j u t e r i at e i l o r . r o
w w w. bi j u t e r i at e i l o r . r o

36. [ )
NAMING
SLOGANIZING
BRANDING
FROM LOGIC TO MAGIC
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37. Kraftmann
NaminghforhVGT,hahRoimanianhbrandhdedicatedhtohautohaccesories,hcleaninghandh
maintenancehproducts.h
SAVOR
Adora Urban Village
ANIVERSAIR
ConcepthproposalhforhEXIMTUR,hdedicatedhtohtheirh20hyerashanniversaryhofhtourismhandhticketing.
Studium Green Campus
ThehfirsthGreenhBuildinghinhTransylvaniah-hresidential.
||||||||||| R/ZV/N-C/LIN T/BRE/
Naming.wIwamwthewproudwgodfatherwofwmorewthanw15wbrands,wproducts,weventswandwbusinesses.w
FeelswawlittlewbitwlikewAdam,wdoesn’twit?w
Andwallwofwthemwnewwnameswwerewsuitablewforwspoiledwchildren…

38. LunchBoxpCity:pCafé,pBistro,pResto.p
Some’VlikeVMetro1VBuleau1VDodo1VbutVwithVaVdowntownVspicyVflavor.V
TheVspaceVofVtheVrestaurantVshiftsVaccordingVtoVtheVmealsVofferedVandVtoVtheVtimeVofVtheVday.V
R-Markp|pRenobilispforVTinoMob1VaVnationalVleaderVinVretailVandVcustomVfurniture.
AmperiapbyVVitacom1VnamingVproposalVforVtheVbiggestVRomanianVelectricalVandVelectronicV
accessoriesVAVmaterials.
TransylvaniapCollegepTheVCambridgeVInternationalVSchoolVinVClujVisVtheVonlyVCambridgeV
accreditedVschoolVinVRomaniaVofferingVaVcompleteVeducationalVtrack.V
TonypFierro
AVnameVforVaVnewVmaleVunderwearVbrand.
Farmavital
AVBucharestVchainVofVdrugVstores1VpreviouslyVnamedVOrbitV93.
CitadelapResidence
Residential1V2013
Oazap
Residential1V2013
||||||||||| R/ZV/N-C/LIN T/BRE/

39. ||||||||||| R/ZV/N-C/LIN T/BRE/
A slogan is, basically, a battle cry. Creative or functional, descriptive or
incentive. It’s a haiku made of strategy, insight and ingenuity. Or…
inkgenuity!
BNBWInvestW|WCheiaWconstrucţiilorWlaWcheiey
Adora"proposalW|WDupăWplanulWinimiiW
SmartWHRW|WTheWSMARTWWayWtoWgetWSMARTer
EvenimentulWTăuW|WCuWfasonWşiWdeWbonWtony
ImobiliariiW|WLocuinţePWdupăWdorinţeW
CapitolinaW|WStayUWVisitUWEnjoy
LunchWBox"PreiaWcomandayW
gUg|WClujW|WPerformanţaWesteWtradiţiaWnoastrăyW
TurdaW|WDescoperăWoraşulWsalineiy
SalinaWTurdaW|WPoartăWspreWinimaWTransilvanieiyW
MSAWrebrandingW|WBrandsWtoWtheWPeopley
AxstatementxforxthexfuturexresidentsxofxPrimordia/
Adora/Gardenville
După planul inimii
W
Thexsloganxisxconstructedxinxaxveryxcreativexway,x
statingxthatxanyxdesirexorxwishxmayxcome
true,xifxitxisxonlyxbasedxonxaxplan.xItxdealsxwithxthex
Romanianxexpressionx„Dupăxplaculxinimii”
–x“asxyouxlike/xasxyouxwish”,x“atxyourxownxwill”,xwhilex
thextermxdescribingxthexarbitrarinessx“placul”xisxchangedxintox“plan”,xthexrationalxoppositex
ofx“random”,xwithxthexsamexmeaningxand
connotationsxbothxinxRomanianxandxEnglish.x
“Accordingxtoxyourxheart’sxplan/xwish”xstates
thexfactxthatxanyxemotionalxthing,xaxwish,xisxmorex
likelyxtoxfulfillxifxyouxhavexaxplan.
Thexacquisitionxofxaxhouse,xthexfirstxhouse,xwherex
youxwillxbexablextoxbuildxaxfamilyxasxa
partxofxanxinnovativexcommunityxsupposesxaxplan.x
Thexsloganxisxcreative,xmotivationalxand
soundsxveryxoriginalxinxthexgivenxcontext.

40. brands to
the people!™
a brand is shaped by the things being communicated about.
its value results from interactions. brand is re-action.
a brand is primarily f lling the mind of its consumers,
after that generating business and opportunity.
integrity through totality.
msa branding & communication strategy grows brands,
in a clear and different manner.
Noble tailors.
Cu fason şi de bon ton!
buzz for biz,
time to show™

41. TransylvaniaOCollegeO|OTheOCambridgeOInternationalOSchoolOinOClujOisOtheOonlyO
CambridgeOaccreditedOschoolOinORomaniaOofferingOaOcompleteOeducationalOtrack,O
fromOnurseryOthroughOhighOschool.OOurOschoolOhasObeenOchosenObyOfamiliesOfromO
aroundOtheOworld.
http://transylvania-college.ro/en/index.php/about-us
Research, naming, copywriting.
||||||||||| R/ZV/N-C/LIN T/BRE/
RebrandingOTransylvaniaOCollege.

42. CreatingUSTUDIUMUGREENUCAMPUS
FromUnaming,Upositioning,UdesigningUtheUlogoUandUwritingUallUcorporateUliterature.
TheUfirstUresidentialUIgreenUbuildingIUinUTransylvania.
http://www.studiumgreen.ro/
Research, naming, copywriting, logo design, art directing.
U
||||||||||| R/ZV/N-C/LIN T/BRE/

43. {
CAMPAINGS/
UNCONVENTIONAL
:[
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/

44. /ERB/T NIL/C-N/VZ/R |||||||||||
SoldiersVinVaVharshVcampaignVtoVconquerVtheVmindVandVsoulVofVtheVconsumersE
OrVparticipatingVtoVanVexhaustingVharvesting...VAsVforVtheVso-calledVTUNCONVENTIONALT,VitMsVatV
theVcenterVofVallVmarcomm,VIMHO-HO-HO...
JOS BLĂNIŢA!
E timpul să te pregăteşti de primăvar ă!
Laserul ALEXANDRITE de la MediSpa
este cea mai eficient ă metodă
de epilare definitivă.

45. TEASINGlRADIOlOAZAl–l15”
SFX:lzgomotlurban,lclaxoane,lfrâne
•jCejgazelăjpejscuter...jHeifjBambifjvezijcăjejverde…
•jTramvaiuljăstajparcăSijmiriapod...jnujsejmaijtermină…
•jLungjîijdrumu’jClujului….j/j–jjMdafjmaijalesjcândjeştijînjtaxi...
•jBăifjtejcheamăjMutujcumvajdejbagijliniuţejprinjcentruljoraşului?
•jHaijodatăfjmadamfjcăjmergejpejbenzinăfjnujpejcărbuni…
•jUndăjverdefjdinjbeepfjcăjnSamjavansatjdecâtj10jmetri…
•jŞijmiSajzisjtatajsăjîmijiaujelicopterfjsăjnujmaijamjtreabăj
jcujbeepjdinjtrafic…
•jSchumacherfjtragejpejdreapta…

46. 1.,Tipul6hipster-emo6
„Ce,şuviţe,frumoase,mi-am,tras,...
,oare,mai,sunt,emo,?î”
4.6Tipul6de6la6sport6–6rugby6
„Dacă,te,pui,cu,mine,,o,iei,şi,tu,în,
frezăî”
Slogan: fancy & zurliu!
2.6Rebelul/Punker
,“Pfaainî,Mi,s-a,făcut,părul,măciucăî”
6.6Tipa6elegantă,6simplă,6
ecologistă,6posesoare6de6
bicicletă6
„Cu,breton,e,de,bon,tonî”
Target: 16-25 ani, studenti, liceeni
3.6Blonda6de6la6Drept
,„Mă,coafează,bine,...,propunerea,dumneavoastrăî”
7.6Tocilara6
„Profu’,a,zis,că,n-am,despicat,
destul,firu-n,4î,Trebuia,în,16î”
/ERB/T NIL/C-N/VZ/R |||||||||||
Nume coafor: fQ

47. /C-N/VZ/R |||||||||||
/ERB/T NIL
ConceptV2
PrimeraVSpacesVVÎVcampanieVneconvenţionalăVcuVcomponenteVCSR
DeschidereaSbranduluiSPrimeraSfaţăSdeSpubliculSlargSechivaleazăScuSoSprezentareSaSarteiSdecoratorilor,SlaSnivelulSîntreguluiSoraş.SInterioareleSpasiuniiSiesSînSurbe,SînS
exterior,SaproapeSdeSconsumator.SCampaniaSdeStipSneconvenţionalSseSdesfăşoarăSprinSamplasareaSînSlocaţiiSdiferiteSaSunorSpieseSdeSmobilierSdinSportofoliulSPrimera.S
AcesteaSpotSfi:
ÎVoVcanapeaVstilVîntrÎunVlocVdeVtraficVintensVpietonalIVcumVarVfiVînVloculVuneiVbănciVpubliceVpeVBdyVEroilorVsauVînVPiaţaVGării;
ÎVoVmasăVcuVdouăVscauneVîntrÎoVcafeneaVşiVpeVoVterasăVdinVCentrulVVechiValVClujului;
ÎVunVfotoliuVîntrÎunVrândVdeVscauneVdeVlaVunVcinematograf;
ÎVoVcanapeaVînVParculVCentralIVlângăVclădireaVcazinouluiy
ToateVpieseleVdeVmobilierVvorVpurtaVeticheteVsauVhuseVcuVlogoÎulVPrimera.
CampaniaSareSşiSoScomponentăSdeSCSRSECorporateSSocialSResponsibilityM,ScanapeleleSfiindSfolositeSşiSdeSoameniSaiSstrăzii.SMesajul:V„PrimeraVareVgrijăVşiVdeVceiV
careVauVcaVacoperişVcerul”yV
SeSpoateSrealizaSoSgalerieSfotoScuSoameniScareSseSodihnescSsauSstauSaşezaţiSînSPrimeraSSpaces.SAceastaSareSdarulSdeSaSsensibilizaSpubliculSlargSînSprivinţaScelorS
fărăSadăpost.S
DupăSîncheiereaScampaniei,SpieseleSdeSmobilierSvorSfiSdonateSunuiSazilSdeSnoapteSpentruSoameniiSstrăziiSsauSunuiSazilSdeSbătrâni.
ConceptV3V
ScauneleVdeVEugeneVIonescoIV
„ÎnVpremierăIVbyVPrimeray”V
S
CelebraVpiesăVaVdramaturguluiVEugeneVIonescoVconţineVoVrecuzităVconsistentăValcătuităVdinVscaune
VdiverseyV
AcesteaVsuntVpersonajeVautenticeVînVtextulVionescianIVaparVşiVdisparVdeVpeVscenăIVîntrÎunVjocVcontinuuy
AsociereaVPrimeraVcuVoVpiesăVdeVteatruVdeVavangardăIVcuVpuneriVînVscenăVdeVmareVsuccesVmarchează
VoVprezenţăVputernicăVaVbranduluiVînVspaţiulVpublicyV
PrinSfaptulScăSpieseleSdeSmobilierSaleSpieseiS„Scaunele”SsuntSoferiteSdeSPrimeraSseScreeazăSoSpercepţieS
pozitivă,S
aceeaSdeSsusţinătorSalSartelor.S
EvenimentulSareSunSpotenţialSdeSPRSfoarteSmare.SMaiSmult,SpiesaSseSpoateSjucaSpeSmaiSmulteSsceneSdinS
oraşeSdiferite,S
aşaScăStarget-ulSesteSmultipluS
iarSasociereaScuSoStrupăSdeSteatruSprofesionistăScontureazăSimagineaSunuiSbrandScareSiubeşteS
interacţiuneaSşiSdeschiderea.

48. RADIO ))))
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/
already killed by the video star.
Returned as zombie.
/
[< >]

49. RADIOf,,,,
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/
LetQsfhearfsome...
http://msa.ro/agentiidepublicitatecluj/fullservice/index.php/ro/radio
DENTALfCLINIQUE&fTEILOR&fSAVORfCfmore.
Spot radio Bijuteria Teilor – Maeştrii în karate
Fondkmuzical:kKung.FukFighters¸kCarlkDouglask3kunkstrigătkspecifickfilmelork
cukkarate0kcarekînsoţeştekataculk–k„Kiai,”;
VO:kmasculină0kcuktonkpersuasiv;
Durată:k21”M
BijuteriakTeilorkestekloculkundektoţikcumpărătoriikcăştigăMMMaurul,
/
Maeştriikinkkarateksuntklaktinekînkoraş0kşikîţikpunklakdispoziţiektoatăkştiinţaklork
milenară,k
UităkdekK40kacumkaikpartekdekstrălucitoarelekK4B0kK48ksaukK8B,
[<k>]

50. WWW
//
WEB COPY, ART DIRECTING,
STRATEGY
FROM LOGIC TO MAGIC
||||||||||| R/ZV/N-C/LIN T/BRE/

51. PentruAaAprindeAcontur,AleAtaiem,AleAdecupam,A
leAlipim,AleAvopsim.ALeAgaurim,AleAprindemAinA
menghine,A leA trantimA deA ziduri,A deA pereti,A leA
tintuimA inA cuie,A inA suruburi.A UmplemA orasulA
cuA ele.A Text,A imagine,A nuA si-arA gasiA unA corpA
faraA noi.A CaA nisteA uceniciA vrajitori,A noiA leA
construimA unulA peA masura.A Aratos,A careA itiA
faceAcuAochiulAsiAcareAeAdoritAdeAtoti.ACeAmai,A
unAadevaratAcuceritor!AFaraAnoi,AideileAtaleAarA
ramaneA doarA unA manunchiA deA bytiA peA unA
calculator,A faraA finalitate!A DeA laA bucatiA deA
materialeAdeAtotAfelulApanaAlaAsferaAmetalicaA
perfecta.
adprod is making all kind of
signalistics. I wrote the
magic spells!

52. http://atelierdedecoration.ro

53. http://brandaxis.ro/

54. www.consultplus.ro
logo design, web design, copy - full branding, 2007

55. GREAT WITH WORDS
||||||||||| R/ZV/N-C/LIN T/BRE/
http://msa.ro/agentiidepublicitatecluj/blog-advertising/benzina-la-litro
http://msa.ro/agentiidepublicitatecluj/blog-advertising/hac-io-cu-ce-fontvotez
http://msa.ro/agentiidepublicitatecluj/blog-advertising/revelion-1986-lacostinesti
http://msa.ro/agentiidepublicitatecluj/blog-advertising/cec-ool-era-odata
http://msa.ro/agentiidepublicitatecluj/blog-advertising/coafura-cu-sculede-tortura
http://msa.ro/agentiidepublicitatecluj/blog-advertising/238