MICULTURA URBANĂ

Creative idea

Mici, Romania's grilled minced-meat rolls, are everyday food, from Bucharest's Obor Market to Labour Day barbecues. But that everyday-ness was the problem: mici were a home-grill dish, never something you ordered as fast food, though they are the fastest food there is, meat off the fire in seconds, no bun, no cutlery. SMOLS, a phonetic play on 'smalls' (the literal meaning of mici), was the first to make them cool urban fast food. Launched through an art-gallery prank/intervention by rapper Macanache, Micultura Urbană (mici plus cultură, 'culture') gave mici a contemporary visual language and soundtrack. Tradition became the new flex.

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