Ursus and Publicis Romania – Evolution

Creativity, Events, Marketing

Following a pitch organized at the beginning of 2011 and to which were invited 4 agencies, Publicis was designated the winner agency to implement the activation platform for Ursus brand. Also, starting April, Publicis regained its position as brand agency for Ursus, responsible for the entire creation and strategy.

“Evolution”, the winning concept, means supporting the Romanian music’s values through a real musical experience. In the same time, Ursus supports the evolution of Romanian Music by promoting also young artists, that come on the stage together with names already known and loved by the public.

The entire concept involves, besides bringing together different musical genders and talented artists, the idea of evolution.

Ursus Evolution means a proffesionist and modern attitude, that confirms that Romanian music’s success is not an accident, but a progress build by every generation of artists. Ursus is proud to applaud such a success

Razvan Capanescu

Chief Creative Officer Publicis.

The brand activation platform debuted at Cluj Fest, last year. In 2011, the event was organized on a larger scale, transforming into a real national tour started in Cluj-Napoca (25-26 June) and continued in Iasi (9-10 July) and Brasov (23-24 July) and scheduled to end in Mamaia (12-13 August).

Ursus Evolution became a musical experience, not just a concerts caravane.

We have the occasion to meet the artists last year, working with them on the ATL communication part for Cluj Fest 2010. The idea was that people wanted to see what happens behind the stage, and that convinced us to bring them also on screens, via 3 TV spots. During the 3 days of filming, some would have expected differences in opinions or some glitches…But the interaction between them was perfect.

Ursus showed that those people, that come from different musical genders and even from different generations, can stay together, can share the same kind of jokes and can be themselves. Between Minculescu (Cristi Minculescu – Iris) and Puya, for example, as the TV spot shows, there was a real link. Practically, they played their own role. We made the scripts, but the synergies on the set channeled themselves in the right direction

Laura Nedelschi

Copywriter Publicis.

The success of Cluj and Brasov events shows us that our efforts were correct. Both the tens of thousand people present at the event and the favorable feedback show that our efforts were appreciated

Andrei Lascut

Junior Brand Manager Ursus – Project’s Manager

The starts in the 3 TV spots for Ursus Evolution are Grasul XXL, Guess Who, Puya, Parazitii, Iris, Cargo, E.M.I.L., Suie Paparude and The Mono Jacks.

Publicis Romania’s team involved in the project included Razvan Capanescu – Chief Creative Officer, Laura Nedelschi – Copywriter, Cristian Anton – Art Director, Raluca Sultan – Strategic Planner, Emanuela Ionescu – Account Director, Roxana Oana – Account Executive, Camelia Efrimov – A/V Producer Manager, Gabriel Contantinescu – Managing Director la Publicis Events, Cristian Balaci – Senior Producer, Ionut Craciun – Field Manager and Andreea Nedelea – Senior Account Manager.

The production house was Multimedia Est, with Radu Muntean – director and Tudor Lucaciu – DOP.

From Ursus, the team supervising the project included Grant McKenzie –Vice President Marketing Ursus Breweries, Mihai Bonca – Senior Brand Manager Ursus and Andrei Lascut – Junior Brand Manager Ursus.