Oxygen signs an AI-powered campaign for Olympus, designed for multiple European markets
Oxygen signs “BiiiNE te-am GĂTIT!”, the latest Olympus campaign, developed with the support of artificial intelligence and designed to be showcased on several European markets including Romania. The campaign brings Halloumi cheese − a traditional Cypriot recipe made from natural ingredients – into the spotlight, through a contemporary interpretation adapted to today’s digital context.
The project posed a dual challenge: maintaining consistent brand communication across regions, while adapting to markets with different consumer profiles, from Northern Europe to Central and Eastern Europe.
For Oxygen, the project was an opportunity to test new ways of working and integrate AI tools into creative processes, in line with the agency’s identity as creator of the future. The experience reaffirms the agency’s belief that technology can expand the potential of creativity without replacing its essence.
“Artificial intelligence has become part of the creative process and for Olympus it was a bold decision to explore this area in a regional project. This is where the value of collaboration truly shows, in the courage to step outside the comfort zone and turn innovation into a useful instrument, not a goal in itself.” – Cosmin Baba, Creative Director, Oxygen
„BiiiNE te-am GĂTIT!” celebrates the joy of cooking and the rediscovery of an iconic product, reinterpreted in a modern way. Through this campaign, Olympus strengthens its position as a brand attuned to the evolution of tastes, integrating new technologies into communication while remaining connected to the product’s origin. The campaign that already rolled out in Romania includes multiple media channels, as well as PR, digital and social media.
Oxygen team:
Cosmin Baba − Creative Director, Agatha Müler − Group Creative Director, Alin Mărghidanu − Group Creative Director, Madi Cernat − Group Account Director, Florina Tudorache − Senior Account Manager, Georgiana Bălan − Account Coordinator, Daiana Miclea − PR Account Manager, Teodora Doroftei − PR Coordinator, Bogdan Epure − Head of Social Media, Aura Crăciun − Social Media Manager, Sînziana Focșa – Sr. Strategic Planner, Cristian Costache – Senior Partner Oxygen Media
About Oxygen
With offices in Bucharest and Cluj-Napoca and a team of over 100 professionals, Oxygen is one of the largest independent advertising and integrated communications agencies in Romania. With more than 17 years of experience and a diverse portfolio of local and international clients, Oxygen’s mission is to support the sustainable growth of brands and businesses through creativity, strategy, and results-driven integrated campaigns. Its portfolio includes companies such as Vodafone, Anytime, BYD, PPC, Globalworth, BEKO Romania, Avon, STRABAG, Băneasa Shopping City, Olympus, Betano, Garanti BBVA, VEKA Romania, Selgros, Xiaomi, Antenna Group and Hesburger.