UTCB Got Charm

Creative idea

In 2023, Romania became both the world capital of video chat and the European leader in university dropouts. A key factor is the strategic targeting of students by adult chat studios, which have also used branded cars parked near universities to lure students into exploitative video chat careers. To counter this, our idea was to launch an ambient outdoor campaign using identical cars with messages promoting education over false promises of quick money. The idea was to hijack the studios' existing outdoor campaign to highlight the contrast between exploitation and educational values and to show that #ThereAreOtherWays.

Brand name: UTCB
Advertiser / client: UTCB
Product / service: Educational Services
Campaign name: ROLE MODELS NOT TOP MODELS
Agency network: INDEPENDENT AGENCY
Agency: GODMOTHER, BUCHAREST
Additional company: godmother
Web address: https://www.godmother.ro/about/
Creative director: DAN BONDREA
Art director: JEAN LUPASCU
Copywriter: DAN BONDREA
Designer: ADRIAN IOTA
Account director (agency): ALICE GAVRIL
Client account director: CEZAR VLADUT
Managing director: ALICE GAVRIL
Film production: ADELIN SANDU
Post production: BOGDAN JUGUREANU
Additional company: STUDIO SET