MICULTURA URBANĂ

Creative idea

SMOLS, a new Romanian fast-food brand built on mici, the country's beloved grilled rolls, needed to make a traditional food feel urban and current. So we created a pop-culture platform: Micultura Urbană, a wordplay on mici and cultură ('culture'). Each channel had a role. An art-gallery intervention started the debate. An original track by hip-hop hero Macanache gave it a voice in a music video. Murals brought the brand's visual world into the city. Social and creators carried the conversation. A live performance brought it back to yet another newly opened restaurant. One cultural territory, from gallery to grill.

Brand name: SMOLS
Advertiser / client: DIETLIFE (Smols)
Product / service: Mici / grilled meat rolls (SMOLS)
Campaign name: MICULTURA URBANĂ
Agency network: INDEPENDENT AGENCY
Agency: WOPA COMMUNICATION, BUCHAREST, ROMANIA
Media agency: Dentsu Creative Bucharest
Additional company: Fortuners
Production company: DIUD STUDIO
Web address: https://smols.ro
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Agency chief executive officer: Ionuț Datcu
Executive creative director: Claudiu Dobriță
Art director: Alex Gheață
Copywriter: Alex Cazacu
Designer: Mihai Marin
Account director (agency): Andra Țivichi/ Oana Dănilă/ Ana Stan
Client account director: Monica de Romeo
Managing director: Mihaela Giurcă
Strategic planner / strategist: Ioana Mihai
Pr director: Simona Buta
Illustrator: VANA ANIMATION STUDIO: Ionuț Anghel, Oana Vasile, Horia Manolache, Adèle Coulloudon, Radu Popovici, Horia Manolache, Anca Manolache
Film production: Anca Gheorghe, Claudia Asanache, Oana Ciofu
Director: Ionut Negrila
Director of photography: Constantin Ene
Music: Macanache
Post production: Alexandra Codreanu, Stefania Grigorescu, Ovidiu Saracan
Digital strategist: Vlad Lipovanu
Additional company: Fortuners team: Andreea Bozoi - Managing Partner Codrin Badescu - Head of Social Media Cristian Ciripan - Social Media Manager Sofia - Junior Social Media Andrei Parpalea - Graphic Designer