The 55 seconds Radio

Creative idea

For this radio campaign, we used more than sounds to recreate the inescapable feeling of an earthquake. Romania had in 1977 an earthquake that lasted 55 seconds and caused a lot of deaths and damage. In order to create awareness for the necessity of having a home insurance, we ran an unique 55 seconds radio ad, which was simultaneously aired on ALL major radio stations, at the exact time the 1977 earthquake took place. The reactions were more than emotional, with people sharing the experience on social media.

Brand name: PAID ROMANIA
Advertiser / client: PAID Romania
Product / service: Home Insurance
Campaign name: 4th of March
Agency network: MULLENLOWE
Agency: MullenLowe Bucharest
Additional company: Initiative Romania
Production company: BRO Visual
Creative director: Marius Tianu
Art director: Delia Maria Mija
Copywriter: Ana-Maria Ciobotaru
Account director (agency): Madalina Marica, Mihaela Vasilescu
Client account director: Oana Radu
Media director: Dana Marinescu
Managing director: Gabriela Alexandrescu
Strategic planner / strategist: Mihai Preotu
Agency producer: Adrian Radu