CLIENT
Ursus Breweries
Ioana Cristiana Popescu, HEAD OF LOCAL PREMIUM BRANDS
VANDA NICULESCU, JUNIOR BRAND MANAGER
GEORGIANA MARCU-MIREA, BRAND MANAGER
Anca-Maria Calugaritoiu, SENIOR BRAND MANAGER
Victor Popa, HEAD OF INTEGRATED COMMUNICATIONS
Doinita Roman, Media Manager
BRAND MANAGERMARIA ALEXANDRA BALACEANU, BRAND MANAGER
Oana Kovacs, JUNIOR BRAND MANAGER
AGENCY
Corina Bratu, Strategy Director
Adriana Pașcan, Chief Creative Of_x0000_cer
Cristina Calota, Group Creative Director
Oana Nastase, SENIOR DIGITAL PLANNER
COSMIN BUMBACEA, Senior Copywriter
Ionut Coanda, Senior Art Director
Vlad Hodor, Art Director
LUMINITA DUMITRACHE, Art Director
Fundatia Conservation Carpathia
FLORENTINA DOROBANTU, Account Director
Media Investment Romania
SUMMARY
Due to the sexualization of female breasts, many women have been offended for breastfeeding in public spaces. Our goal was to raise awareness about the need of legal protection. For that, we used as a symbol something that nobody can ignore: a baby crying. We created a hyper-realistic baby and placed it in the busiest area of Madrid. Only 3 days after the baby’s placement the Ministry of Equality reached us out. The campaign brought visibility to this overlooked issue, generating 1.8 million in earned media and 210 million impressions.
