Graffiti BBDO signs, pro bono, Visa for US 2011 campaign made for Romanian Foreign Affairs Ministry and US Embassy in Bucharest.
“Visa for US” aims to help all Romanian citizens that want to travel to US to prepare better their file and to contribute, this way, to decreasing the rejection rate for visa demands.
The campaign includes print, online, radio and outdoor executions and runs during november – december 2011.
For the outdoor component, we developed a simple and impactful visual, that illustrates the main message – “If you want to see US, show us how much you love Romania”. In print, we chose an approach that will differentiate of editorial photos, so we used photos made amateur style, with people that are taking pictures in front of different places that remind of the American ones but that aren’t, obviously, the original. The public is sent to get info on the website, that if the people want photos with the authentic touristic objective. The radio spot also reminds of the website, including a simple mnemonic to find the link, with allusions to conditions the applicants should fulfill
Creative Director Graffiti BBDO
The online component of the campaign was made, also pro bono, by Kaleidoscope, digital creation agency part of BBDO Group Romania, while the financial support for the materials production was offered by PepsiCo.
The teams working on the campaign included:
Graffiti BBDO: Cosmin Radoi – Managing Director, Mihai Gongu – Creative Director, Octavian Toma – Group Creative Director, Gelu Florea – Art Director, Ioana Avram – Art Director,Alexandru Dumitrascu – Senior Account Executive, Roxana Hrimiuc – Account Director, Mihaela Olteanu – Traffic Manager, Maria Georgescu – Traffic Assistant, Simona Costea – Client Service Manager, Stefan Chiritescu – Head of Strategy
Kaleidoscope: Vlad Ciocan – Digital Marketing Manager, Dan Petru – Flash Developer and Ada Teslaru – Consultant BBDO Group
Almost a month after the campaign started, Tarom, Romanian national airline, announced its support for Visa for US campaign. Another institutional partners of the campaign are Romanian Tourism Ministry, Metrorex and ANAT. The private sector partners are Grafitti BBDO, Affichage Romania, News Outdoor Romania.
The media partners are as it follows: Agerpres, Aspecte Diplomatice, Comunicaredepresa.ro, Curentul, Economistul, Gazeta de Sud, Glasul Maramuresului, Hotnews, Info Press TV, Informatia de Alba, Mediafax, Monitorul de Cluj, Monitorul de Vrancea, Money Channel, Monitorul de Suceava, NEWS-AR (Arad), Radio Severin, Societatea Romana de Radiodifuziune (through Romania Actualitati, Radio Romania International, Radio Romania Bucuresti FM, Radio Romania 3 Net, Rador news agency), Telegraf (Constanta), TVR Info, Ziarul Financiar, Ziarul de Iasi si Ziua Veche.