Arctic’s Forgotten campaign promotes a sustainable attitude towards clothes

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Romanian home appliances market leader Arctic launched „Forgotten” campaign in Romania, aiming to encourage consumers to have a sustainable approach towards clothes.

Arctic’s campaign is intended to inspire Romanians to adopt a sustainable living style, encouraging them to rediscover their clothes with company’s ExtraSteam tech.

The campaign is signed by McCann Romania and is supported by Zitec and Oxygen. The campaign started with a 35 seconds TVC on top TV channels in Romania and amplified in social media and digital.

Gabriel Eremia, Marketing and Product Management Director Arctic

„Forgotten is our first brand campaign focused on sustainability, reflecting exactly Arctic’s vision and marking the fact we stepped into a new communication stage. It is, in the same time, a campaign built around an empowerment message aimed to remind us that it is in our power to contribute to creating a cleaner world.

We are convinced the new direction will bring us even closer to the young public, who understands the need to make proper steps towards sustainability underlining, in the same time, the modern quality and technologies included in Arctic products”

Daniela Costi, Brand Manager Arctic.

„the campaign marks a new stage in Arctic brand’s evolution, in agreement with our message: We evolve in the same time with you. In the same time, this brings a new level of preoccupation which resides in the center of Arctic vision – to be involved in the life of the community, encouraging sustainable habits. We assumed the responsibility not only to permanently develop products that bring value in consumers lives, but also to be a part of the solution, offering the needed instruments to be one step closer to a sustainable future

Andrei Mihăilescu, Senior Copywriter McCann.

„When we had the brief on the table, we were considering how to convince people to buy less clothes. So we launched yet another clothing brand, just that Forgotten is a brand we already have. Because, in the end, the most sustainable clothes are those we already have”

Sabina Popa, Senior Art Director McCann.

„When we started working at Forgotten, we treated all like a fashion brand launch, with branding from scratch, with an ad that looks like a fashion movie, even with labels one can put on the rediscovered clothes”


  • Arctic team: Gabriel Eremia – Marketing & Product Management Director / Alexandra Pascu – Head of Brand Marketing / Daniela Costi – Brand Manager Arctic / Georgiana Rusu – Arctic Brand Analyst/ Cătălin Cincu – Digital Marketing Specialist/ Diana Constantin – Social Media Specialist / Ana Maria Nechifor – Digital Content Specialist / Mădălina Radu – Digital Campaigns Specialist / Mihaela Mușat – PR Coordinator
  • McCann team: Diana Patriche – Account Director / Cristina David – Account Manager / Tiberiu Munteanu – Head of A/V Production / Cosmin Hritcu – AV Producer / Catalin Dobre – Chief Creative Director / Costin Bogdan – Executive Creative Director / Lucian Cernat – Group Creative Director / Sabina Popa – Senior Art Director / Andrei Mihailescu – Senior Copywriter / Dragos Vintu – Executive Business Director
  • Oxygen team: Irina Manole, Communications Director / Anca Dorombach, Senior Account Coordinator
  • Zitec team: Cătălina Ionescu – Project Manager / Adrian Limbășan – Senior Graphic Designer / Alina Ciotârnel – Head of Media