HEDEPY - SUNT BINE

Creative idea

An art installation where traumas, fears, problems, and negative thoughts submitted by the public were arranged to form the phrase 'I’M OK' (SUNT BINE)—specifically to highlight the tendency to bury the things that bother us. 'I’M OK.' The automatic response most people give when asked how are they doing. A cultural cliché that actually masks far more complex realities. We want those around us to believe we have no problems, yet we live day-to-day with fears, traumas, and unresolved or unvoiced issues that slowly wear us down.

Brand name: HEDEPY
Advertiser / client: HEDEPY
Product / service: MENTAL HEALTH PLATFORM
Campaign name: 'I'm OK'
Agency network: INDEPENDENT AGENCY
Agency: HEIST INDUSTRIES BUCHAREST
Media agency: EF WORDS GROUP
Digital agency: HEIST INDUSTRIES
Production company: BRAIN ADVERTISING
Web address: https://hedepy.ro/
Agency chief executive officer: RADU PILAT
Chief creative officer: RADU PILAT
Executive creative director: RADU PILAT
Creative director: ANA RINDERU
Art director: SORINA STANCIU
Copywriter: ALEXANDRA CRETU
Designer: ANDREI SENDREA
Account director (agency): IRINA SAVESCU
Client account director: OANA ROMANESCU
Strategic planner / strategist: ANA RINDERU
Photographer: AURELIAN PUSCASU