The Anti-candidate

Creative idea

Two months before the 2019 presidential elections in Romania, an independent candidate, Toma Corunt, started making headlines with his outrageous electoral platform. After two weeks of promoting this candidate, ROM revealed it was all a stunt meant to show people that if they don’t vote, someone like Toma Corunt could get elected. In the reveal, ROM changed its iconic pack to VOT (Romanian for “VOTE”), therefore turning the chocolate into a reminder to take action. It acted as a tool to convince the undecided to go the polls, because when scanned, it revealed new reasons why every vote counts.

Brand name: ROM
Advertiser / client: Kandia Dulce
Product / service: ROM Chocolate Bar
Campaign name: The Anti-candidate
Agency network: MCCANN WORLDGROUP
Agency: MRM Romania
Additional company: McCann Bucharest, UM Romania
Web address: https://romautentic.ro/index_form.php
Executive creative director: Catalin Dobre
Creative director: Simona Suman, Ioana Zamfir, Ion Cojocaru, Laura Belc, Adina Stanescu
Art director: Ionut Raicu, Laura Catea
Copywriter: Madalina Pop, Cosmin Voicu
Account director (agency): Andreea Sofrone, Marina Pirvan, Ana smarandescu
Media director: Alina Carason
Senior planner: Monica Nastase, Cristian Ene, Cristina Grofu
Director: Radu Muntean
Agency producer: Tiberiu Munteanu, Alexandru Platon
Digital production: Alex Budin, Alexandra Visan
Digital strategist: Andreea Apostoliu