Graffiti BBDO created the launch campaign for Dacia Logy in Romania, that runs under the tagline “For families with big plans” and that targets families that want more.
The campaign is based on a creative concept that made Graffiti BBDO the winner of an international pitch for the agency to make the new Dacia model launch ad.
Our proposal was based on an insight that aims beyond the language, culture and geographical barriers, which is that almost any father wants a son. This idea allowed us to win a pitch that wasn’t easy at all, in which we faced JWT Casablanca
Managing Director Graffiti BBDO
Campaign’s target is to position the new Dacia Lodgy model as the ideal solution for big or small families, that have big ambitions.
The campaign brought us a complex challenge, as Dacia Lodgy is a compact MPV, an auto segment not so familiar to consumers on the emerging markets such is Romania. The tagline “For Families with big plans” allowed us to talk about car’s qualities in a relevant way for those who need all the 7 seats of Dacia Lodgy, but also to those that have less passengers but need more space for luggages
Creative Director Graffiti BBDO
The campaign runs in Romania from May 30th to July 31st and includes executions for TV, radio, OOH, online, print and BTL.
Graffiti BBDO team working on the campaign included Mihai Gongu – Creative Director, Octavian Toma – Group Creative Director, Vlad Lazar – Senior Copywriter, Alexandru Strimbeanu – Group Creative Director, Ștefan Lungu – Copywriter, Ovidiu Hodorogea – Graphic Designer, Mihaela Olteanu – Traffic Manager, Dan Șendroiu – Strategic Planner, Roxana Hrimiuc – Account Director, Alexandru Dumitrascu – Senior Account Executive, Liviu Isop – AV Producer, Madalina Simionescu – Print Production, Dan Spataru – Head of DTP, and Daniel Calusaru – DTP.
From Renault, the team included Viviana Popescu – Director Publicitate and Mihai Bordeanu – Director Marketing
The production house was Saga
Graffiti BBDO este prima agenţie de publicitate înfiinţată în România, în urmă cu 20 de ani, și face parte din BBDO Worldwide, rețeaua anului la Cannes în ultimii 5 ani consecutiv și cea mai premiată rețea conform topului Gunn Report, a cincea oară când deține această poziție în istoria prestigiosului clasament.
Graffiti BBDO este unul dintre principalii jucători din industria locală si regională și cea mai eficientă agenție de publicitate din România, conform Effie Effectiveness Index.