Anti-cliche campaign for Jacobs 3 in 1, from CohnandJansen JWT

Ads, Creativity

“No cliche super-invitation” is the new campaign made by CohnandJansen JWT for Jacobs 3in1, an anti-cliche promotion that offers as prize a holiday with the friends.

Although the accent is on touristic objectives known by travel fans, the agency tailored the  campaign to fit targets’ needs, as it is made up of young people, that want to discover new things, people and places.

The campaign has a special website,, where participants can help creating a map with interesting destination to visit, besides the ones advertised in tourists guides.

The prizes offered by the campaign include daily ones – Kindle Fire tablets, 8GB iPods Nano and Canon A2200 photo-cams -, weekly ones – iPod Shuffle, backpacks, bags and the big weekly prize –  a 2 persons trip worth RON 3,100. Also, the big prize of the campaign will be a trip for 4 people worth RON 29,761.

The campaign runs between April 20th – June 20th and is declined on TV, radio, online, indoor and BTL.

The teams involved in the campaign are:

CohnandJansen JWT: Andrei Ignat – Group Creative Director, Viorela Turcu – Copywriter, Alexandru Stanciu – Art Director, Ruxandra Savulescu – Group Account Director, Cristina Bedreaga – Account Manager, Ana-Maria Olaru – Strategic Planner.

Kraft Foods: Cristina Pindaru – Senior Brand Manager Coffee, Theodor Filos – Marketing Assistant, Simona Potecu – Marketing Director.

Starcom: Marius Florea, Alexandra Iavorschi and Silviu Toma.

Hitmail: Adina Georgescu – Account Manager, Oana Paun – Account Executive.