Friends Advertising signs the campaign to promote Adalbert’s Dream


The full service Romanian agency Friends Advertising signs the communication campaign for the movie Adalbert’s Dream, directed by Gabriel Achim. The campaign took place in May-June and lasted for 3 weeks, as the agency and the director decided to work together after a friendship that already lasts for a few years.

I have many friends in advertising agencies and I was thinking, with some fear, who I will work with for movie’s campaign. The only thing I was looking for, besides talent, was enthusiasm. Because that was all I could offer also. Fortunately and inexplicable, Sorin liked the movie

Gabriel Achim


The concept of the campaign needed to be a powerful one in order to fight the general idea that Adalbert’s Dream is “yet another movie about communist” and that is how the concept of “Forbidden” was reached to, generating different reactions among public.

It was one of those briefs for which a creative is praying to all saints. We passed, one by one, through the ideas with Duckadam, Steaua, black humor, mother-in-laws jokes, parents jokes, Woody Allen, Aro cars, video-recorders and we still have the feeling it can be better than that. It is a comedy that treats so many subjects that any small spoiler can dive you in an even thicker fog. So that, in the end, we decided to treat the promotion of the movie in the same style it treats the 80’s in Romania. With an irony that makes us enter a bit the atmosphere of those times

Vladi Paunescu

Copywriter Friends Advertising

The campaign included online, TV, print, radio and outdoor.

Friends team involved in the campaign consisted of Agi Iota – Senior Art Director, Vladi Paunescu – Copywriter, Cristiana Cliseru – Account Executive, Sorin Tranca – Creative Director. They worked together with Gabi Achim – director and Paul Gusa – Project Manager.

Friends Advertising was founded in 2003, around the creative duo Sorin Tranca – Bojan Spasic and has an almost 14 years of work experience in this formula. During the last 3 years, Friends services around 30 clients, among which Unilever (Dero, Knorr, Delikat, Sunsilk, Omo, Dove, Rexona, Axe – but also Trade Marketing projects), SIBEX, Canon Photo-Video CEE (regional account), Tina R, Medrom, Intersnack, Euro 26, Gealan, Siemens Romania, Libra Bank, Healthy Children Foundation, Porsche Bucharest Vest 2, Valrom, Eclipse Sat Londra, Fan Courier, European Drinks, Ţiriac Imobiliare, Adama, Sensiblu, Dimri International, Raiffeisen Evolution, ITV Rusia, Titanmar, Monopoly Media, Rigips, Say Shops, PSI Swaziland, A&D Pharma, Romfelt Real Estate, Cris-Tim, F64 and Let’s Do It Romania.