Why?

Creative idea

Why? A simple question, yet a fundamental one. Children ask it endlessly. Adults almost forget it. To encourage curiosity – for both kids and grown-ups – we used children’s voices to remind adults, right in the middle of TV ad breaks, of the importance of questioning the world around them. “Why?” became a series of 5-second ads, inserted between TV commercials for milk, loans, pharmaceuticals, or sweets. A burst of simplicity that was meant to break the advertising routine and challenge viewers – especially parents – to reflect on their choices.

Brand name: AQUA Carpatica Kids
Advertiser / client: Valvis Holding
Product / service: Spring water for children
Campaign name: Why?
Agency network: INDEPENDENT AGENCY
Agency: Cohn&Jansen Creative Network, Bucharest
Media agency: Media Investment
Additional company: SC Cohn and Jansen Advertising SRL
Production company: Multimedia Est
Web address: https://www.cohnandjansen.ro/
Agency chief executive officer: Diana Crâșmariu
Chief creative officer: Mihai Fetcu
Art director: Rebeca Juverdeanu
Copywriter: Diana Voinea
Account director (agency): Arina Stoenică
Strategic planner / strategist: Raluca Diaconu
Director: Bogdan Moldoveanu
Agency producer: Ilinca Dumitrescu