Smartree's 15 UNDER 15

Creative idea

Smartree, a prominent HR partner for Romania’s largest companies created its own version of a well-known career excellence ranking: 15 Under 15. However, instead of celebrating successful careers, the list featured a magazine showcasing 15 stories of Romanian children forced to work under the legal age of 15 to support their families. This campaign exposed Romania's leading position in the EU for early school dropout rates and its impact on the future labor market and urged corporate leaders to address the gap between business elites and vulnerable communities.

Brand name: Smartree
Advertiser / client: Smartree
Product / service: HR solutions
Campaign name: Smartree's 15 UNDER 15
Agency network: VML
Agency: VML BUCHAREST
Media agency: Essence Mediacom
Web address: http://www.15sub15.ro
Agency chief executive officer: Mircea Pascu
Chief creative officer: Bas Korsten, Jaime Mandelbaum, Debbi Vandeven, Rafael Pitanguy
Executive creative director: Bogdan Teodorescu
Creative director: Bogdan Dinu, Ioana Ichim
Art director: Miruna Belgun, Mihai Adler, Cristian Nechita
Copywriter: Irina Szelleki
Account director (agency): Raluca Dinu
Client account director: Alexandra Peligrad
Media director: Adriana Lungu
Additional company: Miki Crăciunescu – VML Strategy Director Sonia Ardelean – VML Strategic Planner Octavian Aftanasă – VML Social Media Manager Mina Ionescu – VML Business Director Irina Matei – VML Account Manager Andreea Bucur – VML Digital Account Manager Denissa Mic – VML PR Director Simona Chirițoiu – VML Traffic Manager Stefan Matei - VML DTP Carlos Baer - VML Integrated Content EMEA Alina Netea – Smartree Romania Marketing Manager