The Build Board

Creative idea

As you walk through the streets of any major city in Romania you will come across thousands of ubicuous signs, from a simple pen scribble on a piece of paper to sophisticated neon signs, various iterations of the same warning: 'Watch Out, Falling Plaster!', an ingenious way of making people aware of the falling facades of Romania. Typically, instead of reinforcing the facades and solving the problem, communities invest in making the warnings bigger and more visible. The problem is well known across the country but welcomed with nothing more than a shrug and a smile.

Brand name: Bico Industries
Advertiser / client: Bico Industries
Product / service: Fiberglass Industrial Mesh for Facades
Campaign name: The Falling Facades of Romania
Agency network: INDEPENDENT AGENCY
Agency: The NEW, Bucharest
Media agency: dentsu
Digital agency: Digital Climbers
Production company: Stay Sharp
Web address: https://www.atentiecadetencuiala.ro/
Executive creative director: Claudiu Dobrita
Creative director: Claudiu Dobrita
Art director: Patricia Suliman
Copywriter: Maia Stefanescu
Designer: Andreea Dragomir
Account director (agency): Sabina Juncu
Managing director: Ionut Ciobanu
Senior planner: Loredana Andrei
Pr director: Alina Cristea
Director: Andrei Balasoiu
Director of photography: Nicolae Anghel
Post production: Andrei Balasoiu
Post production producer: Apollo Kamoda
Digital strategist: Adriana Sandru, Social Media Manager
Additional company: Roca Industry