The Bucharest-Medellin Connection

Creative idea

How do you promote a series about a character whose actions are too bold to discuss? You get creative, just like Griselda. Griselda was notorious for her unique methods of transporting drugs, and in Romania, creativity thrives in the slang used for cocaine: frosting, Snow White, mustache, coconut, and more. We tapped into this local lingo, crafting a campaign with clever OOH placements and brand activations. Through these, La Madrina offered her most 'honest' advice about cocaine without ever mentioning the word.

Brand name: Netflix
Advertiser / client: Netflix
Product / service: Streaming Service
Campaign name: Griselda, the transportation innovator
Agency network: INDEPENDENT AGENCY
Agency: KUBIS Bucharest
Media agency: Wavemaker Romania
Additional company: Puzzle Onvertising
Production company: Luca’s Art Film
Creative director: Maria Teodorof
Art director: Laurențiu Lupu, Alexandra Baciu, Marius Goleanu, Victor Firan
Copywriter: Marina Deacu
Account director (agency): Camelia Matei, Ada Gheorghiu
Media director: Patrycja Gradkowska
Managing director: Talida Cristea
Strategic planner / strategist: Tereza Morti
Senior planner: Bianca Manescu
Pr director: Sabrina Canea, Daniela Marin
Film production: Luca’s Art Film
Director: Gabriel Juduc, Toni Cartu

Director of photography: Ștefan Comănescu, Silviu Crăciun, Vlad Rosu

Agency producer: Radu Selaru, Simona Dumitrascu
Additional company: Andreea Cartu, Head of Social
 Puzzle Iulia Boloca, Sr. Copywriter
 Puzzle Alex Nimurad, Sr. Art Director
 Puzzle Andreea Cotet, Sr. Social Media Manager Puzzle Alexandra Hera – Media Account Manager Wavemaker Dan Chiriac - OOH Media Planner GroupM Maciek Janiszewski - Netflix Title Marketing Manager CEE
 Amalie Rang - Netflix Marketing Production Manager Monika Wasilewska - Netflix Social Marketing Manager CEE Lucja Dzierzak - Netflix Head of Social Marketing CEE