Let the relaxation start – a call from GMP Advertising and Ciucas


GMP Advertising puts relaxation in the center of the newest campaign the agency made for Ciucas beer. The story of the ad is build around friendship and relaxation, combined with nature’s harmony and humor under the new slogan “Let the relaxation begin!”.

Relaxation is a key element in beer industry’s communication, and Ciucas has all the needed elements to offer this promise: natural ingredients, Ciucas glades, a funny stag and consumers that enjoy a beer in the middle of nature

Bogdan Raileanu,

Senior Copywriter GMP.

The campaign started in April with a TVC that presents relaxation as a needed ritual in consumers’ lives. Besides TV, it include KV to be declined in OOH and special branding projects in Bucharest’s subway and in the most important Romanian cities.

The campaign is signed by GMP Advertising and the ad was directed by Salomao Figueired and produced together with Saga – production house and Juice – post-production


  • GMP Advertising: Bogdan Raileanu – Senior Copywriter, Razvan Raicu – Senior Art Director, Mihai Gongu – Creative Director, Alice Tataru – Senior Strategic Planner, Simona Miron – Account Manager, Catrinel Manolescu – Account Director, George Toader – AV Producer, Ioana Stangacilovic – AV Producer.
  • Ciucas: Stefan Teodorescu – Group Brand Manager, Victor Teiosanu – Brand Manager and Ioana Toderică – Junior Brand Manager.
  • Director: Salomao Figueired
  • Production House: Saga
  • Post-Production: Juice