SHOWCASE

#TakeYourMomToMamo

Entry code: 1904001GD25
Agency: Punk Agency
Advertiser / client: Regina Maria
Group: Creative Business Excellence Drum, A. BRAND BUILDING, Brand Strategy and Experience

Creative idea

In Romania, breast cancer kills more women than anywhere else in Europe—because most are diagnosed too late. With 70% of women over 50 skipping screenings, prevention felt optional. Regina Maria, the country’s leading healthcare provider, set out to change that by introducing Romania’s first AI-powered mammograms, boosting survival chances to 95%. But technology alone doesn’t save lives—action does. So we launched #TakeYourMomToMamo, a campaign built on the strongest bond of all: mothers and daughters. Through an emotional AI experiment, we turned memories into visions of a future worth protecting—where one mammogram becomes a gift of more tomorrows.

Brand name: Regina Maria
Advertiser / client: Regina Maria
Product / service: AI-Powered Mammogram
Campaign name: #TakeYourMomToMamo
Agency network: INDEPENDENT AGENCY
Agency: Punk Agency
Media agency: Media-tique
Digital agency: Bad Habits
Additional company: Media-tique
Production company: Abis Studio
Web address: https://www.reginamaria.ro/mama-la-mamo
Agency chief executive officer: Raluca Kovacs
Chief creative officer: Damian Isaak
Executive creative director: Alexandru Negoescu
Creative director: Mihaela Stefanica
Client account director: Raluca Kovacs
Media director: Cristina Umbra
Managing director: Raluca Kovacs
Strategic planner / strategist: Raluca Kovacs
Pr director: Ruxandra Vasilescu
Director: Goran Mihailov
Digital production: Adina Militaru

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