Tempo Advertising celebrates 20 years of METRO, with an emotion and tradition based campaign

Romanita Oprea Ads, Creativity

In 2016 METRO celebrates 20 years from the opening of the first store in Romania. The first modern trade chain in the country and supporter of the Romanian businesses even since the beginning, METRO continues to offer quality products at excellent prices, in a welcoming and attractive environment.

Tempo Advertising is alongside METRO, creating the campaign of celebrating 20 beautiful years spent on the Romanian market. A celebration not only for the big retailer, but also for its clients and partners that have always been alongside them and the success.

„The anniversary campaign says the story of two businesses that can represent each one of the two parties – clients and partners. ‘Matei si fiul‘ (Matei and the son) is a family business, a store that will grow from one year to another and passed from one generation of entrepreneurs to another, while ‘Vagonul de Gatit’ (The cooking wagon) is a restaurant born from its passion for cooking and the flair for business of the two partners,” said Razvan Mitoiu, creative director Tempo Advertising.

METRO and Tempo chose this time an emotional, very close to consumer approach, in which storytelling becomes an important component, transmitting warmth and innocence. In case of the „Matei and son” spot the accent is put on the family, heritance and values passed from one generation to generation.  Under the warm tone of voice, METRO makes the connecting smoothly and beautiful between the past and the present, through the headline „METRO sustine micile afaceri de atunci si acum” (METRO supports the small businesses from way back and now”.

The campaign rolls nationally on TV (through two executions for Horeca and Traders), radio, print, OOH, online and other special projects.

The Tempo Advertising team that created the campaign is formed of: Razvan Mitoiu (Creative Director), Viorel Holovaci (Senior Art Director), Dragos Fratila (Senior Copywriter), Adriana Chirtu (Copywriter), Mihai Preotu (Head of Strategy), Bogdan Ivascu (Group Account Director) and Andra Sania (Senior Account Executive).

From the client’s side (METRO Romania) the team was composed of: Stratos Tsikmis (Head of Branding) and Ionelia Diaconu (Brand Communication Manager).

The two tv spots were realized in collaboration with Multimedia Est and directed by Hypno.