The Pieta

Creative idea

In Romania, men tend to struggle more with colds compared to women. When a man catches a cold or gets the flu, it feels like the whole world stops. He's dying like Jesus in La Pietà. He complains about every symptom and requires special care. Women typically handle the illness more stoically, often taking care of both themselves and the man when they get sick at the same time.

Brand name: Bixtonim
Advertiser / client: Biofarm Romania
Product / service: OTC / Pharmaceuticals
Campaign name: The Last Breathe of Men
Agency network: INDEPENDENT AGENCY
Agency: Rusu+Bortun Bucharest
Media agency: OMD
Production company: Multimedia Est
Agency chief executive officer: Catalin Rusu
Chief creative officer: Catalin Rusu
Executive creative director: Catalin Rusu
Creative director: Stefan Vasilachi
Art director: Stefan Vasilachi, Lucia Parapiru, Catalin Rusu
Copywriter: Cristiana Trifu, Stefan Vasilachi
Client account director: Miruna Macsoda
Strategic planner / strategist: Miruna Macsoda
Photographer: Florin Ghenade