Jam Session Agency pours soul and creativity for campaigns, under the SoulJam umbrella

Ads, Creativity, CSR, Digital & Media, Social Media

2024 represented for the independent advertising agency Jam Session not only a good year from the point of view of creativity and business results achieved, but also the year of the continuation with several projects of its platform addressed to social projects: SoulJam.

SoulJam is the code name given to the approach supported for several years by the people of the Jam Session team to help pro bono social projects that change Romania and to give a creative voice to the civil society that is an increasingly strong force in recent years .

SoulJam

“SoulJam is our way of giving back to society and making good things that last. It’s our way of “playing” with strong, almost unfiltered emotions, it’s our “soul” overdose. A strong voice for NGOs and a platform that represents us as people. We like to be able to give something back to the world, we “adopt” the causes we believe in and help the people behind them to bring their plans to fruition, making their projects known,” said Andreea Ghenoiu, Creative Partner Jam Session. 

In 2024, under the SoulJam platform, the agency has done several pro bono campaigns, causes it resonates with and hopes to reach its potential, and why not, surpass it.

Thus, the heart of the Jam Session beat for the Children’s Heart and thus “Promisiuni” was born, a campaign about the pending promises that parents cannot keep while the little ones fight for their lives. It’s a story about the empathy and love we feel for little hearts and those who watch and sometimes sing by hospital beds. In the spot we find an unexpected interpretation of a popular song that both those who know it and those who don’t end up humming it.

With a promise chosen from inimacopiilor.ro or with an SMS with the text LOVE to 8844, we support with 2 euros/month the expansion of the pediatric cardiosurgery department at Marie Curie and help hundreds of children with heart disease who need interventions and treatment.

The campaign consists of a video that conveys a lot of emotion, with a song reinterpreted by Andreea Călărașu, Senior Strategist Jam Session Agency, a remake of Luis Gabriel’s song “Toate Diamantele” and an online platform, where anyone interested in the cause can adopt a Promise.

The year continued with “He had everything he wanted, less than what he needed”, for the Metropolis Foundation which aims to build the largest pediatric psychiatric clinic in Romania and the most ambitious project under the umbrella of #SpitalePubliceDinBaniPrivați. In the fundraising campaign, the Jam Session team put the spotlight on the objects left behind by young people who killed themselves, each of them a monument to helplessness. Of the parents, of the state, of those who had everything but a place of healing.

The campaign started with a teaser with 39 influencers who joined the cause and who posted images of cherished objects and a simple message: “I give everything to make room”. On October 10, World Mental Health Day, we raised the curtain and launched the campaign (video, banners, PR) in an event to which journalists and officials were invited. Influencers reposted the photo, this time with the initiative’s logo and an addition: “I give everything to make room for healing.” The objects in the images were donated to the Metropolis Foundation and auctioned off, with the proceeds going towards building the hospital.

The latest campaign is created for the Ambulance for Monuments and benefits from an emotional and powerful black and white video and Nichita Stănescu’s lyrics from “The Nest Lesson”. The campaign is a manifesto and a fundraiser to save forgotten monuments.

“The main reasons we decided to help this cause that is not on the radar of the big social causes were two: the wonderful people from the Ambulance for Monuments who do wonders in preserving Romania’s heritage, so important for our national identity and for the revival of communities from the areas where these monuments still stand. And second, we love our country and its past. We want to be able to leave Bucharest with our children and travel through Romania, discovering a world governed by beautiful traditions and customs, based on common sense and faith, where the idea of ​​community and common good was strong and can inspire us to future,” said Valentin Suciu, Co-Founder & CCO Jam Session Agency.

Supporting NGOs, always a priority

In fact, the members of the Jam teams are not at the first campaigns of this kind, they are known for a series of social campaigns that produced real change in Romanian society and that went far beyond the barriers of some advertising festivals. And this since the time of the Jazz advertising agency, from which Jam Session was spun off 3 years ago.

Oprește Barbaria, salvează Ciocârlia” created by Jazz and Rogalski Damaschin, was chosen as one of the 15 most creative campaigns at international level in 2016 and included in the famous The Gunn Report. The campaign that brought Romania the only Gold Lion at Cannes and Gold Effie in 2016 and managed to change a law, thus overcoming the barriers of classic advertising, is the only one from Romania to have a top presence this year.

The famous “Magic Home” campaign was awarded in 2018 with the Grand Effie, but also with a Gold Effie in the Positive Change – Non-Profit category and a Silver Effie in the Engaged Communities category.

Galantom (#ziuatarescriepovestea) gave a strong voice to civil society and changed the status quo through communication: from changes in laws, to construction of houses and hospitals. It won Effie and Internetics awards the year it was released.

About Jam Session Agency

We at Jam work in an agency with a unique progressive blend of business and creativity, collaborating to create brands relevant to today’s generations and those to come. We are the most awarded local, independent agency in recent years and we pride ourselves on business partners and passionate and courageous people who continuously challenge classic communication models with the aim of creating genuine emotion.

Jam Session Agency, the number 1 independent agency in Europe according to the Effie Index, has won dozens of awards and nominations at local and international festivals: Cannes Lions, SABRE, Effie, European Effie, European Excellence Awards, Internetics, Webstock and numerous Romanian PR Awards.

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