Real vs. Fake

Creative idea

In a climate of uncertainty and manipulation, with Romanians facing emotional polarization during presidential elections, AQUA Carpatica set aside its commercial interest and chose responsibility over safety and risked its reputation to defend truth. In real time with the campaign, we launched CHOOSE INFORMED – an initiative exposing fake promises, doctored images, and propaganda, while drawing parallels to fake ingredients and misleading marketing. The call was simple: always check your sources, whether selecting a drink or a president. By taking a stand when others remained silent, AQUA demonstrated that social responsibility and civic courage are essential to gain brand love.

Brand name: AQUA Carpatica Flavours
Advertiser / client: Valvis Holding
Product / service: Sparkling Flavoured Water
Campaign name: Real vs. Fake
Agency network: INDEPENDENT AGENCY
Agency: Cohn&Jansen Creative Network, Bucharest
Media agency: Media Investment
Additional company: SC Cohn and Jansen Advertising SRL
Production company: StaticVFX
Web address: https://www.cohnandjansen.ro/
Agency chief executive officer: Diana Crâșmariu
Chief creative officer: Mihai Fetcu, Andrei Cohn
Art director: Daniel Moisa
Copywriter: Ana Vasilache
Account director (agency): Arina Stoenică
Client account director: Narcisa Luft
Strategic planner / strategist: Teodora Ștefan
Agency producer: Ilinca Dumitrescu
Post production: StaticVFX