The fa.i.led experiment

Creative idea

When Romania's Ministry of Education proposed a 9th-grade literature curriculum featuring only pre-1900 texts and no female writers, debate remained strictly in academic circles. With only three weeks of public debate and no media budget, Nemira reframed the issue emotionally: what kind of adults could this curriculum create? The FA.I.led Experiment used AI to simulate five student archetypes, turning technical policy into a national real-time conversation across social media, PR and Nemira’s website. To contribute constructively, the brand then recommended contemporary complementary reading for students and teachers, reinforcing its long-standing mission to protect the joy of reading for future generations.

Brand name: Nemira Publishing House
Advertiser / client: Nemira Publishing House
Product / service: Publishing books
Campaign name: The fa.i.led experiment
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Executive creative director: Laura Belc
Creative director: Laura Belc
Art director: Diana Savin
Copywriter: Cătălina Dobre
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Laurențiu Semeniuc
Film production: Mircea Ceapă - Video Editor
Post production: Radu Glodeanu-Carata - Video Editor
Additional company: Paul Foltache – Senior Web Developer 
Alexandru Tănase – Head of Social Media 
Mihaela Prisecaru – Influencer Marketing Specialist Ioana Mușat - Managing Director The Geeks