The National Team of Referees

Creative idea

Football is the most popular sport in Romania, but the national team didn’t qualify for the World Cup in over 24 years. That created a lot of frustration for Romanians. ROM, the chocolate bar with the national flag on it, spotted an opportunity to activate national pride and generate a country wide conversation. Players were not going to be there for the Qatar World Cup, but 3 Romanian referees had qualified. ROM branded them as The National Team of Referees, and gave Romanians tools to support them, and created a wave of positive sentiment around the cause.

Brand name: ROM
Advertiser / client: Kandia Dulce
Product / service: Rom Protein Bar
Campaign name: The National Team of Referees
Agency network: MCCANN WORLDGROUP
Agency: McCann Bucharest, MRM Romania
Media agency: UM Romania
Digital agency: MRM Romania
Additional company: UM Romania
Web address: https://www.facebook.com/romautentic.ro
Executive creative director: Ioana Zamfir
Creative director: Ion Cojocaru, Irina Popp, Lia Bira, Ioana Enache
Art director: Eugen Preda
Copywriter: Andrei Popa
Account director (agency): Andreea Sofrone
Media director: Alina Carasol
Strategic planner / strategist: Andrei Florian
Senior planner: Cristian Ene, Monica Nastase
Agency producer: Tiberiu Munteanu, Cosmin Hritcu
Digital production: Vlad Ionescu
Digital strategist: Madalina Ioan
Digital creative: Adina Ciocan, Robert Eftenie
Additional company: Petrea Bruma - Print Production Director Corina Nica - Corporate PR Andreea Spilca - Creative Excellence Manager