The document contains descriptions of creative challenges and solutions for advertising campaigns. Some of the challenges addressed include creating a print ad to promote an agency's creative potential, creating outdoor ads for a money transfer company and beer brand, and making Christmas cards for various clients. The proposed solutions generally involve playful, self-aware approaches that communicate the brands' messages in indirect, memorable ways.

1. Sorin Dincea
portfolio

2. Brightness
self-promo
challenge: create a print ad that boldly states the agency’s creative potential.
solution: a direct and slightly “smug” way of saying we’re smarter, but all this in a playful
approach.

6. ACT responsible
outdoor campaign
challenge: create a series of ads telling young people that protecting the enviroment is up to their
generation. / made for Grădiniţa
solution: a series of cartoon-like ads “ridiculing” the older generations’ point of view regarding the
environment, seeing as how the younger generations tend to reject the others’ way of doing
things.

11. Western Union
creative media campaign
challenge: make use of creative media and state that Western Union money transfer is the
fastest. / made for Grădiniţa
solution: a campaign held in fast food restaurants, bistros, bars, gas stations, near coffee
machines , in the city or near airports, communicating that money transfer through Western
Union is even faster than the day-to-day activities that usually don’t take long, but are still a
nuisance.

12. on coasters

13. on trays

14. on plastic coffeecups

15. on menus

16. on gas pumps

17. Bergenbier
EURO 2008 campaign
challenge: make use of creative media and link Bergenbier, sponsor of the Romanian football
team, with the European football championship. / made for Grădiniţa
solution: for three weeks during the European championship men will be “very busy” watching it
on TV, which means women will have a lot of free time. Bergenbier helps men prevent conflicts
that might arise from this situation by communicating the message in a fun way to each gender.

18. for men
in supermarkets,
in the beer aisle
for women
in supermarkets,
on shopping baskets

19. for women
in store windows

20. Yale locks
outdoor
challenge: create an outdoor ad stating that Yale locks offer complete security.
rule: pencil sketch only / made for Şcoala ADC
solution: an outdoor ad pointing to the window of an apartment building, revealing where the
family keeps its valuables.

22. Armstrong coffee
print
challenge: create a print stating that Armstrong coffee really wakes you up.
rule: pencil sketch only / made for Şcoala ADC
solution: the ultimate awakening is rising from the dead.

24. Smint
poster
challenge: communicate clearly and directly that Smint dental candy whitens ones teeth, without
showing beams of light in the poster.
rule: pencil sketch only / made for Şcoala ADC
solution: an analogy with the headlamps of a car.

26. OOPS Media
job offer
challenge: make a print ad announcing some job offers at OOPS Media in a fun way and
respecting their brand characteristics.
solution: a little self-irony stemming from some key visual elements that reffer to the brand.

29. Şapte Seri
anniversary campaign
challenge: make print and poster ads celebrating ten years of Şapte Seri, both the online and the
printed version.
solution: a print ad promoting the website and a “fake film poster“ reminding people that for ten
years the magazine has offered them a valuable guide to the city.

32. ACT responsible
rainforest print
challenge: create print to convince people not to buy products made from rare trees. / made for
Grădiniţa
solution: the trees that are cut down in order to make these products are also home to a lot of
animals and by destroying them we destroy their habitat.

34. Casa Auto Bucureşti
Christmas card
challenge: create a Christmas card for CAB’s clients to wish them all the best.
solution: emphasizing the common values of the event and those of the brand: joy, safety,
confort.

35. exterior
interior

36. CBH Consulting (avocatură)
Christmas card
challenge: create a card for CBH’s clients that is amusing and relaxing, neither of which are
usually associated with seeing your lawyer.
solution: a self-ironic cartoon affirming the lawyers’ dedication in a funny way.

38. Thank you.