MICULTURA URBANĂ

Creative idea

SMOLS' first word wasn't an ad line; it was an original music video. For a brand built on mici (Romania's grilled meat rolls), Bucharest rapper Macanache wrote, performed and produced an original trap track, 'Micultura Urbană' (a blend of mici and cultură, 'culture'). Mixing streetwise Romanian with English slang and Balkan humour, the track spoke in one coherent voice from the first bar. The hook turns SMOLS and 'Micultura' into a chant you can't unhear; the lyrics build the brand's world without collapsing into product copy. In short-form cut-downs, it keeps its identity within a few bars.

Brand name: SMOLS
Advertiser / client: DIETLIFE (Smols)
Product / service: Mici / grilled meat rolls (SMOLS)
Campaign name: MICULTURA URBANĂ
Agency network: INDEPENDENT AGENCY
Agency: WOPA COMMUNICATION, BUCHAREST, ROMANIA
Media agency: Dentsu Creative Bucharest
Additional company: Fortuners
Production company: DIUD STUDIO
Web address: https://smols.ro
Agency chief executive officer: Ionuț Datcu
Executive creative director: Claudiu Dobriță
Art director: Alex Gheață
Copywriter: Alex Cazacu
Designer: Mihai Marin
Account director (agency): Andra Țivichi/ Oana Dănilă/ Ana Stan
Client account director: Monica de Romeo
Managing director: Mihaela Giurcă
Strategic planner / strategist: Ioana Mihai
Pr director: Simona Buta
Illustrator: VANA ANIMATION STUDIO: Ionuț Anghel, Oana Vasile, Horia Manolache, Adèle Coulloudon, Radu Popovici, Horia Manolache, Anca Manolache
Film production: Anca Gheorghe, Claudia Asanache, Oana Ciofu
Director: Ionut Negrila
Director of photography: Constantin Ene
Music: Macanache
Post production: Alexandra Codreanu, Stefania Grigorescu, Ovidiu Saracan
Digital strategist: Vlad Lipovanu
Additional company: Fortuners team: Andreea Bozoi - Managing Partner Codrin Badescu - Head of Social Media Cristian Ciripan - Social Media Manager Sofia - Junior Social Media Andrei Parpalea - Graphic Designer