The Bear Right

Entry code: 0102023GD23
Agency: The NEW, Bucharest
Advertiser / client: Agent Green
Group: A. FILM, Short Online film

Creative idea

Bears have always been a target. Now, a new means of commercial exploitation appears: the copyright trophy. Brands use bears’ image for profit without giving anything back. Millions of USD are being made in - literally - the name of the bear while animal shelters struggle with little to no funds, unable to preserve and protect their rights and, ultimately, their life. This is how Bear Right came to be: a tax for copyright paid by companies who use the bears’ image in their commercial communication.

Brand name: Agent Green
Advertiser / client: Agent Green
Product / service: The Bear Right Tax
Campaign name: The Bear Right Tax
Agency: The NEW, Bucharest
Digital agency: The NEW
Additional company: McCann PR, Bucharest
Production company: Loops Production
Web address:
Executive creative director: Claudiu Dobrita
Art director: Alexandra Dumitrana
Copywriter: Claudiu Dobrita
Account director (agency): Petronela Burlanescu
Managing director: Ionut Ciobanu
Strategic planner / strategist: Sebastian Luba
Pr director: Victor Gavril
Film production: Alex Ionescu
Director: San Anton
Post production: Radu Lupu


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