Prison Fix Up

Campaign idea

On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision lead to Romania's greatest post communism protest. Primus, a small brand of construction materials, wanted to show support for a protest that fights dishonest decisions. The brand made a public commitment to solve the heart of the issue: if the government repeals the ordinance in due time, Primus will donate renovation materials for fixing up Romanian prisons.

Brand name: Primus
Advertiser / client: Patru Maini
Product / service: construction materials
Campaign name: Prison Fix Up
Agency network: INDEPENDENT AGENCY
Agency: Rusu+Bortun Bucharest
Additional company: Rusu+Bortun
Web address: https://www.patrumaini.ro/renovampenitenciare/
Executive creative director: Catalin Rusu
Creative director: Mihaela Neatu
Art director: Anca Uscatescu, Bogdan Pop, Ovidiu Hodorogea, Marc Bortun
Copywriter: Mihaela Neatu, Catalin Rusu, Mircea Craciun
Designer: Anca Uscatescu
Account director (agency): Raluca Turcanasu, Catalina Ion
Client account director: Adriana Lungu
Managing director: Catalin Rusu
Strategic planner / strategist: Alina Buzatu
Pr director: Adriana Lungu
Director: Bob Toma
Screenwriter: Mihaela Neatu, Bob Toma
Post production: Bogdan Pop, Bob Toma
Digital production: Laurentiu Nastase
Digital creative: Madalina Pop, Miruna Potop